February 29, 2024

According to a recent industry report from WarmlyYours, floor heating sales were driven in 2023 by growth with the trade professional customer segment.

WarmlyYours, a radiant heating manufacturer that specializes in radiant heating products like electric floor heating and snow melting systems, recently released their “2023 Q4 & Annual Industry Report.” This report analyzes the sales of radiant heating products (by using WarmlyYours sales data as a proxy for the industry as a whole) within the wider context of the national housing and remodeling markets. One of the most surprising findings in the report was that the trade professional customer segment, which includes a wide range of different professionals, was the primary driver of sales growth.

According to the report, when comparing against prior-year-periods, the trade segment was up 16% in the fourth quarter. The trade channel was also up 2% for WarmlyYours for the entire year, which further cemented trade as the number 1 customer segment for the company.

Floor heating made up 49% of all WarmlyYours sales for the trade customer channel in 2023 and within that, the TempZone Flex Roll (up 3.2%) was the most popular floor heating product and it represented the largest sales volume increase for the company.

Julia Billen, owner and president of WarmlyYours, said that the reason that the company places such an emphasis on observing and interpreting sales data from trade professionals is because she recognizes the importance of this customer segment to the radiant heating industry as a whole.

“Trade pros are really the lifeblood of the floor warming business,” said Billen. “It’s great that more and more homeowners are trying their hand at DIY installations but the core will always be professionals. And while manufacturers like us are going to lead the way in terms of innovations, we have to be guided by the needs of our customers. Paying attention to what trade pros are telling you with their purchasing behaviors is one of the easiest ways to anticipate their future needs—and it’s just smart business.”

Photo credit: WarmlyYours