Direct Selling in the United States: 2017 Facts and Data
Direct Selling in the United States:
2017 Facts and Data
In 2017, 18.6 million people were involved in direct selling in the United States, which is the world's largest direct selling market. Their participation
varies from those who join direct selling companies as discount buyers, to those who pursue building a business on a part-time as well as full-time
basis. Some share and sell the products at in-home or online parties, while others prefer a face-to-face approach. The data from the most recent
United States Direct Selling Association¡¯s Growth and Outlook report provides insight on the various motivations for involvement in the direct
selling channel.
The Direct Selling Population
U.S Retail Sales
18.6 million* direct selling representatives
$34.9 billion in estimated retail sales
2017 Direct Selling
Business Activity
People Involved by Age
4.7
Part-time
Business
Builders
0.9
Full-time
Business
Builders
Sales by State
Direct selling provides
flexible, entrepreneurial
opportunities to all ages
1.3%
Silent Generation
There is direct selling activity in every U.S.
territory and state with Texas, California,
New York, Florida, and Illinois as top five.
1.4%
Gen Z
$30M
18.6
Million Involved
in Direct Selling
$6B
26.4%
Baby
Boomers
4.1
9.0
Discount
Buyers
Became
Inactive
36.9%
Millennials
34%
Gen X
Note: Figures do not sum to total due to rounding
Ethnic and Racial Demographics
Direct selling reflects America
% of Hispanic Ethnicity
Americans
Involved In
Direct Selling
20%
Hispanic
80%
Non-Hispanic
Percentage Sales by
Product/Service Group
% by Race
85%
White/
Caucasian
4%
18%
Hispanic
U.S.
Population
82%
Non-Hispanic
77%
White/
Caucasian
13.%
1% Native Hawaiian
or Pacific Islander
1% Other/not identified
35
Black/African-American
25
Asian
1% American Indian
or Alaska Native
................
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