The direct selling industry’s trade association, the United States Direct Selling Association (DSA), released the results of its 2020 Direct Selling Growth and Outlook Survey, revealing 13.9% growth in the industry and $40.1 billion in U.S. retail sales during the year.
“America is forever changing, no more so than during the last year,” said Direct Selling Association President Joseph N. Mariano. “Direct sellers have proven themselves time and again to be nimble microentrepreneurs, willing and able to serve their customers and communities within a changing environment.”
The study found that the number of distributors increased 13.2% last year, to 7.7 million people. Demand for the channel’s products and services also grew, with more than 41.6 million customers and notable growth in the preferred customer category.
“The direct selling companies also adapted quickly to a world with changing needs by empowering their independent sellers with the tools to serve their customers and fellow sellers–innovative technology, updated health and safety policies, and second to none business support,” Mariano said. “During this time of uncertainty, Direct Selling Association and its members also worked to ensure that customers and salespeople alike can rely upon the highest level of business ethics. The results are clear–a record breaking year and an unequivocal demonstration that direct selling is dedicated to serving America.”
This annual survey is used by the DSA to report on the size and scope of the direct selling industry in the U.S., and its results are audited by the third-party international economic consulting firm, Nathan Associates.