Direct Selling by the Numbers
Calendar Year 2002
Industry Statistics
(from DSA's 2003 Growth & Outlook Survey)
Salesforce Demographics
(* indicates data from DSA's 2002 National Salesforce Survey)
See data from prior years
Estimated 2002 U.S. Retail Sales: $28.69 Billion
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Estimated 2002 U.S. Salespeople 13.0 Million
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Percent of Sales by Major Product Groups
Home/family care products
(cleaning products, cookware, cutlery, etc.) |
33.5% |
Personal care products
(cosmetics, jewelry, skin care, etc.) |
28.2% |
| Services/other |
15.5% |
| Wellness |
15.4% |
| Leisure/educational |
7.4% |
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Location of Sales (reported as a percent of sales dollars)
| Face-to-Face Selling | 76.1% |
|---|
| In the home | 62.8% |
| Workplace |
8.9% |
| Temporary location | 3.7% |
| Other locations |
0.7% |
| Remote Selling | 23.9% |
|---|
| Phone |
15.1% |
| Internet |
8.2% |
| Other remote selling |
0.6% |
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Percent of Sales by Census Region
| West |
25.9% |
| Midwest |
21.9% |
| Northeast |
16.2% |
| South |
36.0% |
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Sales Strategy (method used to generate sales, reported as a percent of sales dollars)
| Individual/Person-to-Person selling |
68.7% |
| Party plan/group selling |
28.8% |
Customer placing order directly with firm
(in followup to a face-to-face solicitation) |
2.1% |
| Other | 0.4% |
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Compensation Structure by Percent of Firms (multilevel
vs. single level)
| Percent of firms | 80.6%/19.4% |
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Compensation Structure by Percent of Sales Dollars (multilevel
vs. single level)
| Percent of sales dollars
| 76.1%/23.9% |
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Compensation Structure by Percent of Salespeople (multilevel
vs. single level)
| Percent of salespeople |
82.5%/17.5% |
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Gender
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Age
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Marital Status
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Education
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Independent Contractors/Employees
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Hours per week
| Less than 30 hours per week/30-39/40 or more
| 83.1%/8.4%/8.5% |
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Average Percent of Time Spent on…
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Main Reason for Becoming A Direct Sales Representative
| Additional income |
36% |
| It's your business and making money through direct sales in important to you |
31% |
| Discount/wholesale/free products |
29% |
| Other |
4% |
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Percent of Salespeople by Distributorship Type
| One-person distributorship: female |
66.0 |
| One-person distributorship: male |
15.8 |
| Two-person distributorship |
15.6 |
| Multi-person distributorship |
2.6 |
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