Merchandising: Two in Every Home

To join the electric toothbrush and the powered swizzle stick, the U.S. appliance industry could use an automatic head scratcher—for itself. It has just enjoyed three fat years, and now, with delight bordering on disbelief, is facing a fourth. Last week, closing their books on 1963 sales and pulling together first reports for 1964, appliance manufacturers reported that sales of machines that cool, clean, cook and entertain rose 7% last year, to $9 billion, and last month ran 10% ahead of the previous January. Demand seems to be increasing faster than ever.


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