Shoppers are ready to trade in. Most brands never ask.

In gaming and home entertainment, 82% of consumers intend to trade in. Only 56% were ever offered the option. In floorcare, intent sits at 60%, but just 27% got an offer. The demand is there. The offer isn’t.

In our Commercial Opportunity for Trade-in Beyond Mobile report, we found the same pattern across every non-mobile category. Willingness to trade in runs high, while the number of people actually offered a trade-in runs well behind.

This is an execution gap and it is costing brands sales they have already earned the right to make.

Figure 1:  Intention and participation in trade-in across non-mobile categories 

Without an offer, the old device doesn't disappear. It gets thrown away, boxed up in a cupboard or handed down.

44% of kitchen appliances are discarded or taken straight to recycling, and consumers are four times more likely to throw a floorcare device away than trade it in. Each one represents value the brand could have recaptured and used to incentivize the next purchase.

Figure 2:  Outcome of the previous non-mobile device  

Part of the reason non-mobile lags is habit. Smartphone trade-in is normal; appliance trade-in is not... yet.

Replacement cycles are longer, so it rarely comes to mind and people assume an old vacuum or coffee machine is worth nothing. The trade-in offer is often simply absent at the point of purchase to tell them otherwise.

For brands, the opportunity is to make the offer visible and the journey easy. Surface trade-in value early, while someone is choosing their next appliance. Reset the assumption that old means worthless. And take the friction out of the logistics - 62% of consumers say home pick-up would make them more likely to take part.

Non-mobile trade-in is not waiting on consumer appetite. It is waiting on brands to offer it at the point of purchase.