Small Money Accessories Cash in on Small Handbag Growth, Reports NPD - Largest Small Accessory Dollar Growth Occurring Among High-end Products, and in the South

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Sales of smaller size handbags are on the rise and smaller money accessories, like card cases and coin purses, are cashing in on the trend, according to The NPD Group, a leading global information company. Dollar sales of money accessories – other than wallets – increased 13 percent, to almost $23 million in the 12 months ending October 2016.

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“Small personal accessories are a natural fit as gifts, and the new emphasis on smaller sizes with lower price tags will increase the opportunity for self-gifting this holiday season, as well as filling stockings,” said Marshal Cohen.

Sales of smaller size handbags are on the rise and smaller money accessories, like card cases and coin purses, are cashing in on the trend, according to The NPD Group, a leading global information company. Dollar sales of money accessories – other than wallets – increased 13 percent, to almost $23 million in the 12 months ending October 2016.

Despite overall declines in the women handbag category, small and mini-sized options were the largest sources of growth, at the expense of larger sized handbags. Combined, unit sales of small and mini handbags increased 2 percent in the 12 months ending October 2016, compared to the prior year, and dollar sales increased 3 percent. The growing popularity of smaller handbags has created a demand for smaller accessories to carry money and credit cards, while dollar sales of more traditional wallets declined.

“Consumers are realizing that they don’t need to carry everything with them at all times,” said Beth Goldstein, executive director and industry analyst, accessories and footwear, The NPD Group, Inc. “The desire to simplify and streamline is made easier with the prevalence of electronic payment and loyalty membership app options – consumers can consolidate most of those cards that used to fill their wallets onto their mobile phones.

Consumers may be leaning toward smaller sizes, but the amount spent on money accessories has grown, and both of these trends spanned the U.S. in the 12 months ending October 2016. Lower price points (under $75) accounted for the majority of the category’s unit growth, but higher price points were among the fastest growing segments this past year and represented more than half of money accessory dollar gains. In the southern region, which drove the largest dollar increases of all U.S. census regions, the $150 or more and $75-$100 price points were the fastest growing. The South was also the region in the U.S. that drove the most growth of small handbags. Combined, those two price points accounted for 42 percent of dollar growth in the southern region of the U.S.

“Understanding where this developing trend in accessories is resonating most with consumers, and how those consumers are approaching the spend, is critical to year-round retail planning,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “Small personal accessories are a natural fit as gifts, and the new emphasis on smaller sizes with lower price tags will increase the opportunity for self-gifting this holiday season, as well as filling stockings.”

Source: The NPD Group, Inc. / Retail Tracking Service

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Janine Marshall
The NPD Group
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