With ethical consumerism on the rise and direct sellers looking for ways to differentiate their offer, some players have looked to support local charities. Such moves look to underline the fact that, through their agents, direct sellers have a link to local communities and tap into a growing consumer interest in supporting local economies.
Social selling is a trend which started to emerge prior to the COVID-19 crisis and really took off towards the end of the review period. While the trend was initially instigated by younger consumers, older generations are now getting on board with it, as well.
Direct selling still faces some social stigma in Canada. Many Canadian consumers have negative or mixed perceptions of direct selling, associating it with pyramid schemes, aggressive sales tactics, or low-quality products.
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Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See All of Our DefinitionsThis report originates from Passport, our Direct Selling research and analysis database.
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