Consumer Products Rental NAICS 5322
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Industry Summary
The 8,665 Consumer products rental companies in the US provide rental services for a wide variety of household and personal goods and items used for special events. Major rental or leasing revenue categories include home entertainment equipment; special events equipment; household furniture and furnishings; and formal wear, costumes, and accessories. Companies may also rent recreational goods, such as boats, skis, and bikes. Firms may also sell goods or allow customers to purchase goods during the rental period.
High Risk Customers
Many customers of consumer products rental providers can be considered high risk, and may be more likely to default or miss payments than traditional retail customers.
Competition from Traditional Retailers
Consumer products rental providers face competition from traditional retailers, such as consumer electronics stores, furniture stores, department stores, and mass merchandisers.
Recent Developments
Jul 29, 2025 - New Steel Tariffs Could Drive Up Appliance Prices
- On June 23, 2025, the US Commerce Department imposed new import tariffs on steel derivative products, which could increase prices for imported appliances. The tariffs, set at 50%, are levied on the value of the steel content of imported products. Major appliances, such as washing machines, dryers, refrigerators, dishwashers, and stoves, contain large amounts of steel. The tariffs are designed to level the playing field for US-made appliances, which typically contain steel that is more expensive than the steel content in many imported appliances. Consumer product rental firms that offer appliances may adjust their product offerings if tariffs increase imported appliance prices.
- Most Americans, 55%, are optimistic about their household finances even amid concerns about the possible impacts of tariffs and inflation, according to TransUnion’s Q2 2025 Consumer Pulse Study. However, pessimism about future finances rose to 27%, up four percentage points compared to Q2 2024. The first quarter of 2025 marked the highest pessimism level since Transunion began the survey in Q1 2021. In Q2 2025, 88% of consumers were concerned about the impact of tariffs, and 41% reported being very concerned. More than two thirds of consumers said higher prices would be the biggest tariff-related concern, and 44% said reduced product availability would affect them the most. The top three concerns affecting household finances were inflation (81% of respondents), recession (52%), and interest rates (42%).
- The US economy is showing signs of resilience after some significant wobbling in the wake of President Trump’s reciprocal tariff announcement in April, according to The Wall Street Journal. Stocks are doing well, consumer confidence is growing again, and retail sales in June were higher than economists expected. So far, the impact of tariffs isn’t showing up in the inflation numbers, but inflation is higher than what the Federal Reserve would prefer. Small business is also showing signs of optimism. About 44% of 1,267 small business owners surveyed in July by digital marketing firm Constant Contact said demand for their goods and services is higher than they would have expected in January.
- US retail sales, a proxy indicator for consumer products rental demand, increased 0.6% on an adjusted basis in June 2025 compared to May, according to the US Census Bureau. The month-over-month gain in June followed two consecutive months of declining retail sales, but the mostly broad-based rise in retail sales may have been driven by tariffs rather than increased volume. Weaker sales of key consumer rental products such as furniture, electronics and appliances may suggest tariff-related price increases are curtailing demand. Retail sales for furniture and home furnishing stores, and electronics and appliance store sales each declined 0.1% in June.
Industry Revenue
Consumer Products Rental
Industry Structure
Industry size & Structure
The average consumer products rental provider works out of 1-2 locations employs 15 workers and generates $2.6 million annually.
- The consumer products rental industry consists of about 8,665 firms that employ about 129,900 workers and generate about $22.3 billion annually.
- Industry concentration varies according to product category. In the consumer electronics and appliance rental category, the top 8 companies account for 86% of segment revenue. In the formal wear and home health equipment categories, the top 8 companies account for 60-71% of segment revenue. Other categories, such as recreational goods rentals, are fragmented.
- Establishments that rent consumer electronics and appliances account for 35% of firms and 36% of industry revenue. Establishments that rent home health equipment account for 14% of firms and 20% of industry revenue.
- The industry includes national chains, franchises, and independent operators.
- Large companies include Aaron's, Upbound Group (formerly Rent-A-Center), and divisions of The Men's Wearhouse (tuxedo rentals).
Industry Forecast
Industry Forecast
Consumer Products Rental Industry Growth
Source: Vertical IQ and Inforum
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