Direct Selling Association 1
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1 Total Number of Firms 1, U.S. Sales Volume & Growth 1 Average Retail Sales per Firm ($thousands) 2015 $32,836 $210,572 $320,820 $69,556 $1,041 $11,788 $100,216 $721,897 $330,322 $120,759 $400, $32,309 $207,362 $314,733 $70,028 $1,271 $12,891 $95,573 $711,344 $328,308 $116,653 $414,000 Percent change Other 2016 Retail-Sales Growth Rate Data Percent Change from Prior Year Simple average 2 n/a* Median 3 (second quartile) n/a* Middle 50% range: 4 Low (first quartile) n/a* High (third quartile) n/a* Percent of Firms Whose Growth Rate Was: More than 0% n/a* Equal or less than 0% n/a* Number of Firms Company "estimated retail sales" is defined as the total aggregated amount paid by the ultimate consumers of the products and services. Only firms with sales in both 2015 and 2016 are included. 2 For all reporting firms and for each subgroup of reporting firms, the simple average is derived by calculating a retail sales growth rate (i.e., the percentage change in a firm s retail sales from 2015 to 2016) for each of the reporting firms and averaging them. Each firm counts equally by calculating the average in this manner. 3 For all reporting firms or for a given subgroup of reporting firms, one-half of the reporting firms had growth rates less than the median value, and one-half had growth rates greater than the median value. 4 For all reporting firms or for a given subgroup of reporting firms, one-half of the reporting firms had growth rates between the low and high values of the middle 50% range. Direct Selling Association 1
2 Sales by Sales Method Percent of 2016 Retail Sales Person-to-person (in-person or online) Party plan/groups/classes, including online parties Other Number of Firms Includes sales at events and shows, fundraising, retail stores, personal consumption, autoship program, social media, and online. Direct Selling Association 2
3 Sales by Product Line Percent of 2016 Retail Sales Clothing & Accessories Clothing, lingerie, sleepwear, shoes n/a* Jewelry, fashion accessories n/a* Personal Care Cosmetics n/a* Skin care n/a* Fragrances n/a* Hair care, nail care n/a* Toiletries/daily care/oral care n/a* Home & Family Care Home & auto care/cleaning products n/a* Self defense & animal care products n/a* Food & beverages (excl. those in wellness category) n/a* Home Durables Cookware n/a* Cutlery n/a* Crystal/china n/a* House/kitchen wares n/a* Tableware n/a* Candles, gifts, decorative accessories, holiday decorations, collectibles, art/framing n/a* Gardening n/a* Furniture/furnishings n/a* Home appliances n/a* Air filters/air filtration systems n/a* Water treatment systems/filters n/a* Vacuum cleaners n/a* Bedding & linens n/a* Home and family care products / home durables account for 16.5% of sales. Direct Selling Association 3
4 Sales by Product Line (Continued) Percent of 2016 Retail Sales Wellness Weight mgmt products/programs (wgt mgt supplements, meal replacement bars & drinks) n/a* Nutritional supplements (vitamins, minerals, dietary supplements, herbals & specialty) n/a* Sports/energy & body-building (body-bldg supplements, energy bars, sports & protein drinks) n/a* Health foods & beverages n/a* Children's supplements n/a* Health/nutrition/fitness instructional/ materials n/a* Essential oils & pharmacy Leisure/Educational Books, encyclopedias, educational publications & CDs/DVDs/videos n/a* Crafts n/a* Toys and games n/a* Sporting goods n/a* Services Financial & legal services (including insurance) n/a* Telecommunications/long distance services n/a* Internet services (e.g., ISP, Web site design) n/a* Energy (gas, electric, etc.) n/a* Group buying clubs/services, satellite TV & home security n/a* Total Number of Firms An other category is not shown, because no sales were reported. 1 The product subcategory of exercise equipment is not shown, because no sales were reported. 2 The three product subcategories of computer software; scrapbooking/photo albums/photography; and adult products are not shown, because no sales were reported. 3 The product subcategory of travel services is not shown, because no sales were reported. Direct Selling Association 4
5 Sales by State Percent of 2016 Retail Sales Alabama n/a* Alaska n/a* Arizona n/a* Arkansas n/a* California n/a* Colorado n/a* Connecticut n/a* Delaware n/a* Florida n/a* Georgia n/a* Hawaii n/a* Idaho n/a* Illinois n/a* Indiana n/a* Iowa n/a* Kansas n/a* Kentucky n/a* Louisiana n/a* Maine n/a* Maryland n/a* Massachusetts n/a* Michigan n/a* Minnesota n/a* Mississippi n/a* Missouri n/a* Montana n/a* Nebraska n/a* Nevada n/a* New Hampshire n/a* New Jersey n/a* New Mexico n/a* New York n/a* North Carolina n/a* North Dakota n/a* Ohio n/a* Oklahoma n/a* Oregon n/a* Pennsylvania n/a* Rhode Island n/a* South Carolina n/a* Direct Selling Association 5
6 Sales by State (Continued) Percent of 2016 Retail Sales South Dakota n/a* Tennessee n/a* Texas n/a* Utah n/a* Vermont n/a* Virginia n/a* Washington n/a* West Virginia n/a* Wisconsin n/a* Wyoming n/a* District of Columbia n/a* Guam n/a* Puerto Rico n/a* U.S. Virgin Islands n/a* N. Mariana Islands n/a* American Samoa n/a* Number of Firms Sales by Census Division 1 Percent of 2016 Retail Sales Northeast New England Middle Atlantic Midwest East North Central West North Central South South Atlantic East South Central West South Central West Mountain Pacific Commonwealths & Territories Total Number of Firms Census Division Definitions: New England-CT, MA, ME, NH, RI, VT; Middle Atlantic-NJ, NY, PA; East North Central-IL, IN, MI, OH, WI; West North Central-IA, KS, MN, MO, ND, NE, SD; South Atlantic-DC, DE, FL, GA, MD, NC, SC, VA, WV; East South Central-AL, KY, MS, TN; West South Central-AR, LA, OK, TX; Mountain-AZ, CO, ID, MT, NM, NV, UT, WY; Pacific-AK, CA, HI, OR, WA; commonwealth & territories-gu, PR, VI. Direct Selling Association 6
7 Sales Force Overview Total Number of Members of Company Independent Sales Forces During ,500,000 Average Number of Independent Contractors per Firm 1. Independent contractors eligible to submit orders as of 1/1/ ,364 67, ,845 15, ,720 62, , ,348 39, , Plus: independent contractors recruited in ,272 32,270 51,410 9, ,724 20, ,211 44,568 23,047 30, Equals: number of independent contractors during ,636 99, ,255 25, ,444 83, , ,916 62, , Less: independent contractors dropped in ,000 32,076 50,819 10, ,011 19, ,390 45,841 21,752 40, Equals: independent contractors eligible to submit orders as of 12/31/ ,636 67, ,436 15, ,433 63, , ,075 41, ,000 Dropout Rate 2 [(Row4/Row3)x100] 37.6% 32.1% 31.1% 39.9% 40.0% 27.0% 23.8% 34.1% 30.8% 34.5% 28.6% Turnover Rate 3 [(Row4x100)/((Row1+Row5)/2)] 58.3% 47.4% 45.3% 65.7% 76.2% 39.6% 31.5% 51.6% 44.2% 53.6% 38.1% Retention Factor 4 [(Row5-Row2)x100/Row1] 43.4% 52.5% 54.6% 34.8% 11.2% 57.4% 68.2% 48.6% 56.1% 45.5% 63.6% Number of Firms A total of 20.5 million people in the U.S. were eligible to submit orders at some point during the full year of Dropout rate is the number of sales force members dropped during the year as a percentage of the number of members during / throughout the year. 3 Turnover rate is the number of sales force members dropped during the year as a percentage of the average number of members during the year. 4 Retention factor is the number of people who were sales force member for the entire year as a percentage of the number of members at the start of the year. Direct Selling Association 7
8 Sales Force Size & Growth Average Number of Independent Contractors per Firm Eligible to Submit Orders at the End of the Year ,000 62, ,271 14, ,262 58, , ,678 31, , ,364 67, ,845 15, ,720 62, , ,348 39, , ,636 67, ,436 15, ,433 63, , ,075 41, ,000 Percent change from prior year: % 8.8% 9.4% 3.9% -2.0% 10.7% 7.4% 9.0% 1.6% 26.1% 10.0% % 0.3% 0.5% -1.8% 32.9% 15.1% 1.6% -0.6% -1.2% 3.2% -9.1% Average Number of Independent Contractors per Firm Eligible to Submit Orders during the Year ,364 98, ,488 24, ,519 81, , ,080 57, , ,636 99, ,255 25, ,444 83, , ,916 62, ,000 Percent change from prior year: % 1.1% 1.1% 1.5% 26.5% 14.2% 2.2% 0.5% -2.7% 8.8% -12.5% Number of Firms for Sales Force Size & Growth Data Direct Selling Association 8
9 Sales Force Recruitment Average Number of Independent Contractors per Firm Recruited during the Year ,364 36,586 59,217 9, ,257 23, ,362 50,402 26,223 50, ,272 32,270 51,410 9, ,724 20, ,211 44,568 23,047 30,000 Percent change -14.8% -11.8% -13.2% -2.1% 66.0% 20.7% -10.6% -13.0% -11.6% -12.1% -40.0% Recruitment Rate % 37.1% 36.7% 40.2% 41.8% 34.6% 28.6% 38.9% 32.9% 45.3% 31.3% % 32.3% 31.5% 38.8% 54.9% 36.6% 25.0% 33.7% 29.9% 36.6% 21.4% Sales Force Attrition Average Number of Independent Contractors per Firm Dropped during the Year ,000 31,143 49,643 9, ,799 19,096 99,846 48,732 17,951 40, ,000 32,076 50,819 10, ,011 19, ,390 45,841 21,752 40,000 Percent change 16.7% 3.0% 2.4% 6.9% 17.9% 11.8% 4.3% 2.5% -5.9% 21.2% 0.0% Dropout Rate % 31.6% 30.7% 37.9% 43.0% 27.6% 23.4% 33.4% 31.8% 31.0% 25.0% % 32.1% 31.1% 39.9% 40.0% 27.0% 23.8% 34.1% 30.8% 34.5% 28.6% Sales Force Productivity Average per Independent Contractor Eligible to Order During the Year 2015 $1,788 $2,102 $2,025 $2,690 $1,326 $1,768 $1,269 $2,289 $2,118 $2,070 $2, $1,734 $2,046 $1,964 $2,679 $1,189 $1,744 $1,180 $2,244 $2,163 $1,840 $2,957 Percent change -3.0% -2.6% -3.0% -0.4% -10.3% -1.3% -7.0% -1.9% 2.1% -11.1% 18.3% Number of Firms for Recruitment / Attrition / Productivity Data Recruitment rate is defined as the number of independent contractors recruited during the year as a percent of the number of independent contractors during the year. 2 Dropout rate is defined as the number of independent contractors dropped during the year as a percent of the number of independent contractors during the year. Direct Selling Association 9
10 Sales Force by Gender Percent of Independent Contractors Women Men Number of Firms Sales Force by Hispanic Ethnicity Percent of Independent Contractors Percent of Hispanic or Latin origin Number of Firms Sales Force by Race Percent of Independent Contractors American Indian or Alaska Native Asian Black or African-American White or Caucasian Native Hawaiian or Pacific Islander Not Identified/Other Number of Firms Sales Force by Age Percent of Year-end 2016 Independent Contractors Under Number of Firms Direct Selling Association 10
11 Sales Force by State Percent of Year-end 2016 Independent Contractors Alabama n/a* Alaska n/a* Arizona n/a* Arkansas n/a* California n/a* Colorado n/a* Connecticut n/a* Delaware n/a* Florida n/a* Georgia n/a* Hawaii n/a* Idaho n/a* Illinois n/a* Indiana n/a* Iowa n/a* Kansas n/a* Kentucky n/a* Louisiana n/a* Maine n/a* Maryland n/a* Massachusetts n/a* Michigan n/a* Minnesota n/a* Mississippi n/a* Missouri n/a* Montana n/a* Nebraska n/a* Nevada n/a* New Hampshire n/a* New Jersey n/a* New Mexico n/a* New York n/a* North Carolina n/a* North Dakota n/a* Ohio n/a* Oklahoma n/a* Oregon n/a* Pennsylvania n/a* Rhode Island n/a* South Carolina n/a* Direct Selling Association 11
12 Sales Force by State (Cont.) Percent of Year-end 2016 Independent Contractors South Dakota n/a* Tennessee n/a* Texas n/a* Utah n/a* Vermont n/a* Virginia n/a* Washington n/a* West Virginia n/a* Wisconsin n/a* Wyoming n/a* District of Columbia n/a* Guam n/a* Puerto Rico n/a* U.S. Virgin Islands n/a* N. Mariana Islands n/a* American Samoa n/a* Number of Firms Sales Force by Census Division 1 Percent of Year-end 2016 Independent Contractors Northeast n/a* New England n/a* Middle Atlantic n/a* Midwest n/a* East North Central n/a* West North Central n/a* South n/a* South Atlantic n/a* East South Central n/a* West South Central n/a* West n/a* Mountain n/a* Pacific n/a* Commonwealths & Territories n/a* Total Number of Firms Census Division Definitions: New England-CT, MA, ME, NH, RI, VT; Middle Atlantic-NJ, NY, PA; East North Central-IL, IN, MI, OH, WI; West North Central-IA, KS, MN, MO, ND, NE, SD; South Atlantic-DC, DE, FL, GA, MD, NC, SC, VA, WV; East South Central-AL, KY, MS, TN; West South Central-AR, LA, OK, TX; Mountain-AZ, CO, ID, MT, NM, NV, UT, WY; Pacific-AK, Direct Selling Association 12
13 Sales Force Categorization of Involvement Percent of Year-end Independent Contractors Business builders - full-time n/a* Business builders - part-time (< 30 hrs per wk) n/a* Discount buyers (including wholesale buyers 0.0 and unengaged) n/a* Number of Firms Preferred/Registered Customers Percentage of companies with a preferred or registered customer program in 2016 n/a* Number of Firms Average year-end number of preferred/registered customers per company with such programs n/a* 244, , , ,474 26, , , , ,000 Number of Firms Direct Selling Association 13
14 Employee Workforce Average number of employees per firm at year-end Number of Firms Retail sales per employee 1 $612,759 $628,080 $661,948 $473,859 $167,865 $254,557 $372,779 $724,866 $572,391 $824,962 $2,070,000 Number of Firms Sales force members per employee Number of Firms Employees by Function Percent of Year-end Employees Research & development Manufacturing / quality assurance Supply chain / distribution (purchasing, warehousing, shipping & logistics) Marketing Sales Customer service / salesforce training Information technology (IT) Administration (legal, finance, executive mgnt, etc.) All other Number of Firms Annual retail sales of consumer products and services divided by the year-end number of employees. 2 Year-end number of independent sales force members divided by the year-end number of employees. 3 Includes events, facilities, maintenance, security, philanthropy, international development, and member compliance. Direct Selling Association 14
15 Manufacture or Assemble in U.S. Percentage of companies that manufacture, assemble, or generate any of its products or services in-house in the United States Number of Firms Percentage of companies that outsource the manufacture, assembly, or generation of any of its products or services in the United States Number of Firms Average value of 2016 net exports per company (in thousands) n/a* $29,720 $64,960 -$9,297 -$229 $5,368 $8,393 $96,612 $86,258 $726 $5,000 Number of Firms Average value of 2016 exports per company (in thousands) n/a* $36,766 $71,033 $1,357 $0 $6,841 $16,893 $119,124 $91,898 $7,822 $10,000 Number of Firms Average value of 2016 imports per company n/a* (in thousands) $7,996 $5,981 $10,145 $212 $2,109 $8,500 $22,512 $10,235 $6,930 $5,000 Number of Firms Direct Selling Association 15
16 Types of Company Facilities Percent of Companies World headquarters n/a* Other office buildings n/a* Laboratories n/a* Manufacturing plants n/a* Distribution centers / warehouses n/a* Retail shops n/a* Other facilities 1 n/a* Total Number of Facilities Reported World headquarters n/a* Other office buildings n/a* Laboratories n/a* Manufacturing plants n/a* Distribution centers / warehouses n/a* Retail shops n/a* Other facilities 1 n/a* Number of Firms Research & Development Average R&D cost per firm incurred in the United States in 2016 (in thousands) n/a* $2,867 $5,450 $285 $40 $260 $1,197 $10,183 $7,553 $413 $10,000 Number of Firms Includes training, pick-up and sales leaders retreat locations; farms; corporate sales promotion offices; and a museum. Direct Selling Association 16
17 Charitable Giving Cash Donations Percentage of companies that made cash donations in the U.S. in 2016 n/a* Number of Firms Average cash donations in U.S. in 2016 per company that made such donations n/a* $542,691 $994,118 $136,406 $2,070 $50,999 $404,461 $1,405,609 $1,079,925 $122,976 $1,000,000 Number of firms In-kind Donations Percentage of companies that made in-kind donations of company products/services in the U.S. in 2016 n/a* Number of firms Average value of in-kind donations in the U.S. in 2016 per company that made such donations n/a* $1,057,310 $880,680 $1,223,549 $3,500 $32,540 $358,139 $2,939,810 $928,751 $1,152,037 $1,250,000 Number of firms Direct Selling Association 17
18 Charitable Giving (Cont.) Employee Volunteer Programs Percentage of companies with programs for employees to volunteer in the U.S. n/a* Number of firms Average employee volunteer hours in the U.S. in 2016 per company with such programs n/a* 6,676 10,225 1, ,197 13,231 12,752 1, Number of firms Areas of Support Percentage of companies with charitable giving in 2016: Arts and culture n/a* Health and human services n/a* Environmental protection/conservation n/a* Education n/a* Economic development n/a* Other 1 n/a* Number of firms Other includes company affiliated foundations/charities and giving to "local charities." Direct Selling Association 18
19 Predominant Sales Method Percent of Firms Person-to-person (in-person or online) n/a* Party plan/groups/classes, including online parties n/a* Other n/a* Number of Firms Percent of Retail Sales Dollars Person-to-person (in-person or online) n/a* Party plan/groups/classes, including online parties n/a* Other n/a* Number of Firms Percent of Sales Force Members Person-to-person (in-person or online) n/a* Party plan/groups/classes, including online parties n/a* Other n/a* Number of Firms Note: Tabulation may not sum due to rounding. Direct Selling Association 19
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