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A record 20.5 million people were involved in direct selling in the United States U.S. Retail Sales
in 2016, a 1.5% increase from the previous year. These people are affiliated with (in billions)
direct selling companies, and are eligible to purchase products at a discount,
$36.12
and resell them at a profit. They are also eligible to sponsor others to do the $35.54
$34.47
same. 5.3 million are building independent businesses as direct sellers,
$32.67
meaning they are actively managing a customer base and possibly sponsoring $31.63
$29.87
others to do the same. 800,000 of these people are full-time and 4.5 million
are part time. In addition, 15.2 million others receive a discount on products 2011 2012 2013 2014 2015 2016
and services that they personally enjoy and use. Estimated direct retail sales of
$35.54 billion in 2016 is the second most in direct selling history.
Percentage by Sales Strategy
Person-to-Person Party Plan Other
People Involved in Direct Selling
71.5 71 72
(in millions)
Full-Time
0.8
Business Builders
20.2 4.5 Part-Time
Business Builders 20.4 21
22.4
15.2 Discount
18.2 Customers 6.1 8.6 7
2014 2015 2016
16.8
Ethnic and Racial Demographics Note: Starting in 2014, adults products were moved from Other to Leisure & Educational.
Involved in
VT ME
84% 13.3% 13.1%
4% 1% American Indian MT ND
NH
White/ or Alaska Native MN
Direct Selling
OR
78% MA
Non-Hispanic Caucasian ID SD
WI
NY RI
1% Native Hawaiian WY
MI
PA
CT
IA
or Pacific Islander NV
NE
IL IN OH NJ
DE
2% Other/not identified CA
UT
CO KS MO MD
KY VA DC
TN NC
AZ NM
18% OK
AR SC
Hispanic Black/African-American MS AL
GA
U.S.
LA
77% 13.% TX
Asian AK
White/
Population 82% Caucasian
6% 1% American Indian
or Alaska Native
East South FL
Non-Hispanic Central
West South 4.1% South
>1% Native Hawaiian Central Atlantic
or Pacific Islander HI
16.2% SOUTH 16.7%
Source: U.S. Census Bureau 3% Other/not identified Note: Commonwealth and Territories 0.5% 37%
Source: 2017 Growth & Outlook Report: U.S. Direct Selling in 2016; For further information visit www.dsa.org/benefits/research.
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