NEW YORK –
Thirty-five percent of laundry-pair print ads
offered instant rebates from January through July, an increase
of 6 percent year over year, according to research
by IFR Monitoring.
While the average price of a washer and dryer pair
dropped during the seven-month period, to $980 from
$1,013 in 2010, instant rebates, or IRs, continued to rise
both in frequency and value, providing further incentives
for consumers, the research firm found.
Last year the most commonly advertised IRs were $400
and $500 off a laundry pair. While IR values of $400 still
remain popular, manufacturers also offered rebates of
$800 and more during the first seven months of 2011, IFR
Of the nearly 20 majap brands that advertise, just five
— Frigidaire, GE, LG, Samsung and Whirlpool — hold a
combined 72 percent share of laundry pair advertising
with an instant rebate.
Of that, 20 percent are by Samsung, up 6 percent from
2010, followed by Frigidaire with a 16.7 percent share,
while Whirlpool ranked third at 13.6 percent.
LG and Haier were the only brands to show a significant
decrease in IR activity on laundry pairs, with LG’s share
dropping from 25 percent to 11 percent year over year,
and Haier’s falling from 7 percent to 1 percent.