Whether you’re a marketing professional or the owner of an appliance store, now is a great time to reflect on how the marketplace has shifted. When we communicate from an area of expertise within the appliance industry, we are constantly researching what’s happening with affluent consumers, the experiences they seek, the factors influencing their decisions, and the types of purchases they make, all of which are often heavily shaped by the unique aspects of a marketing pitch.

A marketing pitch holds no value if it doesn’t produce results. In the appliance industry, we’ve been conditioned—both as companies and as marketers—to promote sales events, discounts, rebates, and attractive price points. However, for the affluent audience, this approach is a turn-off.

They hear it so often that it no longer resonates, and with enough disposable income, they’re not bothered by choosing among dozens of appliance options. They want products that suit their lifestyle and represent the best investment of their money when outfitting their home. Recognizing this uniqueness, we need to rethink our sales pitches—turn them on their head.

We must also recognize that today’s affluent customer isn’t just a Baby Boomer. Gen X and Millennials now hold significant disposable income and are investing heavily in home design and functionality. As of 2025, one in three U.S. households falls into the affluent category, meaning many will comfortably spend $10,000 or more on kitchen appliances. Compared to past expectations, where perhaps only 15-20% of households qualified, this is a substantial increase that independent appliance dealers can capitalize on. So, how do we take advantage?

Our own research confirms the need to rethink how we connect with this audience. In a recent audit of a boutique appliance dealer’s website, the second-most-visited page—after the homepage—wasn’t a product page. It was the “About Us” section. Why? Because customers want to know who they’re buying from. They want a story, a sense of place, a human connection. This pattern holds true across dealers selling premium products.

Your customers want to connect with stories and local brands—those capable of delivering a white-glove experience. Your brand language must align with your audience and convey a distinct and compelling story. It should elevate your brand and position you as a powerful industry leader, making you not just respected, but magnetic.

By investing in storytelling, your audience and sales will evolve—expect higher earnings and fewer discounts if you communicate effectively with the right audience. Customers should leave your showroom remembering the uniqueness of their experience, your story, and intentional brand language.

When writing your copy next time, remember this: a brand story isn’t just crafted because of a looming deadline for an article, webpage, or social media post. Merging your brand story with your language is an ongoing process; the more time you dedicate to it, the more you’ll stand out, creating value by offering a distinctive experience for the affluent audience.

The affluent audience isn’t unreachable. But they are discerning. To reach them, your brand must speak their language—confidently, authentically, and with purpose.