Industry Report: Trade Pros Drive Radiant Floor Heating Growth

Using sales data as a proxy for the electric radiant heating industry as a whole, radiant heating specialist WarmlyYours has published its 2023 Q4 and Industry Report. Among the major findings in the report was that the trade professional segment was responsible for driving the biggest volume increase in floor heating sales.

The WarmlyYours 2023 Q4 & Annual Industry Report analyzes sales of radiant heating products (by using its 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 the prior year period, 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. Julia Billen, owner and president of WarmlyYours, said the reason the company places 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 lead the way in terms of innovations, we have to be guided by the needs of our customers. Paying attention to what trade pros tell you with their purchasing behaviors is one of the easiest ways to anticipate future needs—it’s just smart business.”  Read the report in full here.