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.
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.
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.
Recent Developments
Sep 26, 2025 - GE to Reshore Some Appliance Production
- Consumer rental firms that rent and lease appliances may source more inventory from the US to remain competitive on price while maintaining margins. GE Appliances, a division of China-based firm Haier Smart Home, will invest about $3 billion over five years to modernize and expand its facilities in Alabama, Georgia, South Carolina, and Tennessee, according to The Wall Street Journal. The move aims to reduce the financial impact of US tariff policy by reshoring work currently done in GE Appliance plants in China and Mexico. The total investment includes a previously announced $490 million to expand a washing machine factory in Louisville, Kentucky, GE Appliances’ US base. The chief executive of GE Appliances said that building products closer to end markets has long been part of the firm’s strategy. Still, trade conditions informed the decision to revamp existing US operations.
- US retail sales, a proxy indicator for consumer products rental demand, increased 0.6% on a seasonally adjusted basis in August 2025 compared to July, according to the US Census Bureau. The month-over-month gain in August marked the third consecutive month of rising retail sales. However, signs of labor market weakness and tariff-related inflation could pose headwinds to further retail spending gains, according to Reuters. Steady sales of key consumer rental products such as furniture, electronics and appliances may suggest that demand is holding up despite rising economic uncertainty. Retail sales for furniture and home furnishing stores, and electronics and appliance store sales each rose 0.3% in August.
- 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%).
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 21% of firms and 26% of industry revenue. Establishments that rent home health equipment account for 22% of firms and 26% 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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