Direct Selling in 2016: An Overview

A record 20.5 million people were involved in direct selling in the United States U.S. Retail Sales
in 2016, a 1.5% increase from the previous year. These people are affiliated with (in billions)
direct selling companies, and are eligible to purchase products at a discount,
$36.12
and resell them at a profit. They are also eligible to sponsor others to do the $35.54
$34.47
same. 5.3 million are building independent businesses as direct sellers,
$32.67
meaning they are actively managing a customer base and possibly sponsoring $31.63
$29.87
others to do the same. 800,000 of these people are full-time and 4.5 million
are part time. In addition, 15.2 million others receive a discount on products 2011 2012 2013 2014 2015 2016
and services that they personally enjoy and use. Estimated direct retail sales of
$35.54 billion in 2016 is the second most in direct selling history.
Percentage by Sales Strategy
Person-to-Person Party Plan Other
People Involved in Direct Selling
71.5 71 72
(in millions)
Full-Time
0.8
Business Builders
20.2 4.5 Part-Time
Business Builders 20.4 21
22.4
15.2 Discount
18.2 Customers 6.1 8.6 7
2014 2015 2016
16.8

Sales by Major Product Group

15.9
15.6 (in billions)
2011 2012 2013 2014 2015 2016 2014 2015 2016
12

People Involved by Age People

Percent Involved
of Direct Sellers
by Gender
by Gender 9
6.8% 8.2%
65+ Under 25 77.4%
14.3% 74.4% 74.0%
55-64 6
21.4%
25-34
23.3%
25.6% 26.0%
44-54 22.6% 3
26%
35-44

2014 2015 2016 0

Wellness Services Home & Personal Clothing & Leisure/
& Other Family Care/ Care Accessories Educational
Durables

Ethnic and Racial Demographics Note: Starting in 2014, adults products were moved from Other to Leisure & Educational.

Direct selling reflects America. Percent of Sales by Census Region

Percentage Percentage Sales by Census Region
Hispanic Ethnicity by Race WEST MIDWEST NORTHEAST
25.7% 20.5% 16.3%
Pacific New
17.3% West North England
Black/African-American Mountain Central
Americans 22%
Hispanic 9.% Asian WA
8.4% 7.2%
East North Middle
Central Atlantic
3.2%

Involved in
VT ME
84% 13.3% 13.1%
4% 1% American Indian MT ND
NH
White/ or Alaska Native MN

Direct Selling
OR
78% MA

Non-Hispanic Caucasian ID SD
WI
NY RI
1% Native Hawaiian WY
MI
PA
CT
IA
or Pacific Islander NV
NE
IL IN OH NJ

DE
2% Other/not identified CA
UT
CO KS MO MD
KY VA DC
TN NC
AZ NM
18% OK
AR SC
Hispanic Black/African-American MS AL
GA

U.S.
LA
77% 13.% TX
Asian AK

White/
Population 82% Caucasian
6% 1% American Indian
or Alaska Native
East South FL

Non-Hispanic Central
West South 4.1% South
>1% Native Hawaiian Central Atlantic
or Pacific Islander HI
16.2% SOUTH 16.7%
Source: U.S. Census Bureau 3% Other/not identified Note: Commonwealth and Territories 0.5% 37%

Source: 2017 Growth & Outlook Report: U.S. Direct Selling in 2016; For further information visit www.dsa.org/benefits/research.

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