I often describe flatware as jewelry for the table, the accent that gives table settings a special flair.
Of course, unlike jewelry, flatware is essential. Used everyday, whether to savor a quick snack or enjoy a thoughtfully prepared meal, you put a spoon or fork in your mouth more often throughout the day than your toothbrush. For nearly two decades, I have worked in the metals division at Lifetime Brands, so I fully understand that choosing flatware relies on many factors. Our team has done extensive research into this decision-making process, which we’re excited to share.
Not unlike jewelry, at the top of the decision list is style. The design or pattern – traditional, contemporary, or somewhere in between – has to be right for a person’s style. There are newer finishes to consider, as well as the shapes of the handles and spoon bowls. Lately, we’re seeing a trend gravitating towards modern, cleaner design styles, although there are still plenty of consumers who prefer traditional patterns. We also offer transitional looks for the customer looking for something in between.
After personal style is brand, which plays into the consumer’s need for confidence in their choice. Brands add differentiation, value, and reliability, and reduce the risk of disappointment. Each brand under Lifetime’s flatware umbrella brings with it a unique selling proposition. For example, Mikasa represents premier design in form and function, while Pfaltzgraff upholds a long-standing tradition of craftsmanship and timelessness. The heritage of the brand is important as it provides peace of mind. A proven history of quality and performance reinforces that experience. When a consumer forms an opinion that a brand is trustworthy that trust is often passed on to other consumers. Another element to consider is how the pieces feel in hand. Material thickness, heft, and whether the flatware has been forged all factor in. The weightier the piece, the higher the perceived value. The weight or grip can be shown in the packaging through the window of the gift box, and some retailers set out place settings which allow customers to handle the pieces and assess desirability. For e-commerce sales, we use photography, infographics, and videos to demonstrate this.
Durability, longevity, and care also factor significantly in considering what to buy. Most of our consumers purchase stainless steel flatware (18/10 and 18/0) which stands up to the rigors of everyday use and is dishwasher-safe. Because of the price point, it also permits consumers to be able to do a refresh when they want to update their table settings. Then there are consumers who opt for sterling silver. Priced higher than stainless, sterling is usually purchased with the intent of being passed down for generations. These pieces are likely lovingly cared for and used on special occasions. Recently, we’ve seen interest in alternative finishes, such as the use of a PVD (physical vapor deposition) coating, which provides intriguing color options. These pieces are often chosen as special occasion or accessory pieces. We’ve also seen a rise in sales of gold- accented flatware around the end of the year, and a spike in plastic-handled and playful patterns in the summer, which are typically used in outdoor dining. Our top-trending finish is mirror, with satin on the recent rise. Sandblasted finishes seem to be on the decline but still represent a valid choice in decision-making.
................................ Lifetime Brands offers various flatware brands to meet consumers’ needs, value at a price point, and range in style, material, weight, and configuration. It’s our commitment and purpose to provide each shopper with a five-star experience from purchase to enjoyment.
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We’re also seeing a trend of interesting icons being placed at the ends of handles. For instance, a nautical enthusiast might like a flatware handle with a sailboat on the end, and a beach lover might enjoy a handle adorned with a palm tree. These may be seen as summer home/seasonal purchases, but we’re finding these icons evoke happiness and translate to year-round business. Piece count also factors into flatware decisions. Knowing the number of place settings needed will impact the configuration of the set purchased. We’ve also found that replacement sets are gaining in popularity and growing into an important segment of our business. Accessories, add-ons, and replacement sets are components of our business that help round out our offerings as well as give consumers additional purchasing options. While a customer may have committed to a pattern, they may often find themselves in a situation where they need extra pieces or specialty pieces, like bouillon spoons or tapas forks, so add-on options are popular. A set that comes with bonus items, such as steak knives or iced beverage spoons, may have added appeal. Some of our sets offer storage, which may increase the incentive to buy.
As you see, there are many factors that go into deciding what flatware to purchase. Lifetime Brands has built its solid reputation as a leader in the flatware business by earning consumer trust in brand performance, being leaders in design and quality, and our ability to offer compelling value.
................................ Debbie Riley, V.P. business development, has a passion for flatware, which has fueled her success in category management/metals at Lifetime Brands for the past 16 years. Prior to her tenure at Lifetime, Riley worked for two home furnishings retailers as a buyer, an experience that informs her vision of flatware as an integral component of table design.