Direct selling parties growing at rate of 150% since 2009

A new study from the Direct Selling Association (DSA) reports that direct selling parties, goods sold to consumers in a social setting, have grown by over 150% since 2009 with nearly 900,000 Britons attending one of 127,000 “parties” last year.

Surveying its 60 members, including Avon, Pampered Chef, and Amway, the industry trade body found that parties now account for 35% of the total direct selling revenue in the UK.

The findings are said to reflect “a major surge in popularity” for direct selling with more people choosing to pursue direct sales as a part-time or full-time business venture, showcasing products ranging from kitchen equipment and home accessories, to clothes and jewellery.

The DSA claims direct selling is the UK’s largest provider of part-time, independent earning opportunities, with sales in excess of £2bn each year.

DSA director, Lynda Mills, said of the findings: “Direct selling has been growing in popularity over the last few years, and it’s very positive to see so many more people joining. Parties provide a new way for people to try products, socialise and buy, and are becoming increasingly more mainstream.

“We’re seeing more and more companies entering the party market – whether it’s existing companies like Amway who have added party selling to their offering, or new entrants like Stella and Dot, which offer a new experience.”