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Retail

Licensed Trademark/Brand-based Ecommerce Sales Jump 5.8% in 2017

By: Karina Masolova, karina@plainlanguagemedia.com

Discounters, supermarkets/grocery, and ecommerce made the biggest gains in share of licensed retail sales in 2017 in the U.S./Canada, according to TLL’s Annual Licensing Business Survey.

Licensed retail sales of corporate trademark/brand merchandise grew 2.5% to reach $29.2 billion in 2017 within the U.S./Canada. A large part of that went into the discounters channel, which makes up 36.0% of licensed retail sales in the territory. The next-largest category was supermarkets/grocery at 28.0% share, followed by dealers, wholesalers, and distributors at 12.1% share of sales.

The fastest-growing category of 2018 was ecommerce at 5.8% growth. Despite this fast growth, ecommerce’s share of corporate trademark/brand sales is actually one of the lowest amongst the property types TLL tracks. Online/ecommerce sales are responsible for 12.0% of all licensed retail sales in the U.S./Canada.

The next-fastest growing category was dealers, wholesalers, and distributors at 2.7% growth (or $93 million), followed by drug, variety and convenience at 2.6% growth (up $38 million).

Specialty (up 1.8%) and department stores (1.1%) saw flat growth in 2017, and are not expected to recover greatly in 2018 and through 2019. TV shopping/mail order sales remain stable at with 1% growth (or just $1 million in dollar growth).


Retail Sales of Licensed Trademark/Brand Merchandise, by Distribution Channel, U.S. & Canada, 2016-2017
Note: Numbers may not add up exactly due to rounding.
(Figures in Millions)
Distribution Channel Retail Sales, 2017 Retail Sales, 2016 Change, 2016-2017 Share, 2017
Discounters $10,484 $10,238 2.4% 36.0%
Supermarkets/Grocery Stores $8,159 $7,992 2.1% 28.0%
Dealers, Wholesalers, Distributors $3,534 $3,441 2.7% 12.1%
Specialty Stores $2,606 $2,560 1.8% 8.9%
Drug, Variety and Convenience $1,488 $1,450 2.6% 5.1%
E-commerce $2,106 $1,991 5.8% 7.2%
Department Stores $546 $540 1.1% 1.9%
TV Shopping/Mail Order $115 $114 1.0% 0.4%
Other $116 $114 1.7% 0.4%
Total $29,155 $28,440 2.5% 100.0%

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