In a recent Marketplace story about sluggish appliance sales, the reporter highlighted the same talking points we keep hearing from the media and from the industry:

• The housing market is slowing.
• The tariff impact is coming.
• Sales are down for mass-market brands.

None of that sounds like good news for dealers.

But you know what really jumped out? This quote from an independent dealer in Dallas:

“More of our high-end appliances are going right now. So Sub-Zero, Wolf, Cove, Thermador, those brands are like hotcakes.”

Glass Half Full

While economic and industry headlines focus on what isn’t selling and all the reasons why, this sales manager just outlined the path forward for independent dealers—and she might not even realize it. 

What if, instead of looking at who isn’t spending, you start looking at who is?

A recent Bloomberg report stated that in Q2, the top 10% of earners accounted for half of consumer spending in the US. That’s a staggering statistic, and a clear signal. Those households, earning nearly $200,000 annually, aren’t cutting back. They’re still spending on products that reflect their lifestyle and taste.

That sounds like the definition of a high-end appliance buyer. 

Let’s Start The Shift

Implementing a plan to engage and grow your high-end sales doesn’t take a complete overhaul of your business strategy. Still, it requires intentional changes in how you and your team approach your business. Here are a few steps you can take to start this shift:

1. Reframe your sales meetings.
Instead of talking about how slow it is, talk about what’s selling. Make it a habit to review which products, brands, and customer types are performing best. This simple shift creates momentum, giving your team energy and focus.

2. Highlight high-end.
Regularly showcase installations, client photos, or short write-ups about recent high-end sales on your website and social media. These examples make it clear that you know how to meet high-end expectations and will help attract like-minded buyers.

3. Empower your team to think differently.
Mindset shifts start at the front door. Encourage your sales staff to focus on your story—the trust earned from your community and the customer experience you offer, not just price tags. When you lead with expertise, you attract buyers who appreciate it.

4. Revisit your marketing mix.
If your digital ads or promotions focus mostly on deals, you’re speaking to the wrong audience. Begin highlighting brand stories, craftsmanship, and inspiration. You’ll draw in buyers who are still spending, even in uncertain times.

When you change your mindset and start looking at who is buying, you find an opportunity for growth. Tapping into and expanding your reach with the high-end market puts you—not the headlines—in control of your future.