Some great appliance brands offer co-op funding to their reseller channel. New models are released between September and October each year, so many stores begin trying to sell their current stock to make way for the new models in late summer.

Let’s look at a few quick facts about appliances. Some of these “tidbits” can be used in planning local ad campaigns.

Appliance Data

  • Refrigerators are number one in appliance sales. People are always looking for advanced features with smart technology and water dispensers being the top two requirements. Over 11 million refrigerators were sold last year in the U.S. alone. Globally, sales were right around 190 million units in 2024. The average “fridge” can last anywhere from 10 to 20 years. That is quite a large span so that really does point to people buying newer models for the improved technology.
  • Washing machines are number two in sales, and again, it is because of technology. The new features like steam cleaning and sensor drying enhancement are bringing customers through the door. Globally, 162 million washing machines are sold annually. China leads the market with over 36 million of those sales. The U.S. washing machine market generates around 7 billion annually!
  • In 2025, trending appliance colors include deep greens, navy blues, and matte black. Another 2025 new trend is white “matte finish” appliances. Stainless steel remains the top choice, followed by white for a timeless look. Black appliances are number three for their “sophisticated touch”.
  • Another popular choice, specifically for kitchens, is “paneled appliances”. They are designed to be covered by custom panels that match your kitchen cabinets to create a seamless, integrated look.
  • As for smaller appliances, 81 million microwaves are sold each year, with stainless steel being the most popular finish.

Listed below are just a couple of the appliance brands that are listed in the Co-Op Connect Platform:

Brand – Product/Service – High-Level Guidelines

Whirlpool Corp. – Kitchen & Home Appliances
The program also applies to the Amana, KitchenAid, and Maytag brands. Reimbursement is 50 – 100% and the amount is dependent on the type of media. Accrual funds are earned based on the prior year’s purchases.

General Electric Appliances – GE Branded Appliances
The program also applies to GE Profile, Café, Monogram, Hotpoint, and Haier brands. Co-op is offered to retailers, but guidelines are not shared with third parties. Contact [email protected] for assistance.

To find out how to subscribe to the Co-op Connect Platform or for more information about our Co-op Concierge Services, call us at 877-990-2667 or email [email protected].

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