Electric Fireplaces gain favor amongst nation's toughest consumers

We've been selling electric fireplaces since 2000, about as long as any fireplace dealer in the US; sales have been brisk from the beginning and growing every year. Electric hearth products represent nearly 80% of our appliance sales.

We have a lovely shop with many of our most popular fireplace models installed and operating, fueled by both gas and electricity. You see, Richmond is a unique test market often used by large companies to introduce new products because it is a largely conservative population. Richmonders - especially by birth - are slow to accept change and leery of new products. ( I can say that because I am one). Therefore, a lot of national market testing is done here because big companies find that if we love it here, everybody is going to love it.

We generally have about 40 models of electric fires on display and perhaps a baker's dozen gas models. Customers come in the store and rarely know gas from electric based on appearance. But once we tell them which ones are burning electricity, Richmonders often immediately rule out the electric fire because they don't know somebody who has one and it could be socially risky to be the first daredevil in the neighborhood to take such a leap against tradition.

Our local newspaper, the RICHMOND TIMES DISPATCH, did an article a couple of years ago explaining how the plug in fireplaces just make sense. A lucky break for us, since the newspaper article convinced many locals that it's ok for them to accept this new concept in fire. We sold more electric models in 2 weeks to local customers than we usually do in a year.

This was a great opportunity for to analye our own Richmond test market, just like the huge corporations actually come here to do. During this shopping frenzy we asked all the salepeople to write down tidbits from their conversations with customers, and here's some of what customers had to say

"I've always wanted a fireplace in my bedroom, and this fireplace that hangs on the wall won't take up any floor space. "I'm removing my gas logs to install this, because it's much less expensive to operate the electric fireplace." "I had no idea such a thing was available." "This makes much more sense than burning wood." "I'm buying this because I can have a "fire" without being afraid my grandson will get burned." "I came in to buy this insert and I'm giving my firewood to my neighbor." "My chimney has never worked right and smokes up my room when I try to use it. Now I can FINALLY have a fire in my fireplace." "I'm afraid of gas. This is safe, it looks pretty and it feels so warm." "To wife: "can you believe how much heat this thing actually puts out?" "I'm buying one for me and one for my daughter, because the price is so reasonable." "I can't wait to fool everyone that's coming to my Superbowl party." "Let me get this straight: I take it out of the box, slide it into my fireplace and just plug it in? I'll take it. I'm finally going to be WARM tonight." "Like I really want this, but I might want to burn wood again (in my fireplace) like if the power goes out. Like, can I just take this out and burn wood if I ever want to? (Answer is YES). I'll take it! "We made the mistake of installing a vent-free gas fireplace when we built our house 7-8 years ago. It gets too hot, the wood mantel has warped and I can't stand the smell of those things. I've called the gas company to remove the gas tank, then we're removing those nasty vent-free logs, and I'm installing this the minute the logs are out. This (electric fireplace insert) doesn't smell bad and I'm not afraid it will burn my house down, and is much more sensible." "My (LP) gas logs cost me about $2 an hour to run and this insert costs 8 cents an hour? It's stupid to burn gas for that difference." "I think this electric insert looks more realistic than my unvented logs." "I don't know how to light my gas logs so my husband has to do it for me. Even I can flip a little button!" "Our gas fireplace makes the room too hot so we hardly ever can use it. Since I can use this without the heater turned on, that means I can use it any time I want to?" (Yes) "I'm afraid of real fires, but I'm not afraid of this. I'm so excited I can install this and finally use my fireplace!" Mr. Customer: Now I can heat the family room when the power goes off and we can be warm. Karen: No sir, it won't work when the power is off, because it's electric. Mr. Customer: yes I can, I have a generator. Homeowner with 4 fireplaces in a 1926 home: "Even you guys don't have a gas unit small enough to go in my 4" deep fireplaces, but I actually LOVE these little electric ones that do fit and they'll be so much less expensive, especially since I won't have to run gas lines and get building permits. I want one for each fireplace." "I only imagined such a thing could exist, I'm so happy to find this! Hold on, let me call my friend in Maryland. (Calls friend on the spot from her cell phone). She wants to speak with you, she wants to buy one right now, too, and have it sent to her today." 4:30: customer arrives at her son's house. 4:35: she phones us: "My son called me to come look at the electric insert he bought from you. How late are you open?" Her son has explained the entire product to her so she has no questions. 4:50: she's walking out the door with an electric insert for her fireplace. "What kind of wiring do I need for this electric fireplace? (None, it just plugs into your existing standard 3-prong electric outlet). Do I need a building permit? (No, it's just like any other electric appliance that you just plug in to the wall.) How do I vent it? (No venting is needed, it's really just like an electric space heater.) Is it hard to put together? (No, it's preassembled, you just take it out of the box, slide it into your fireplace, and plug it in.) What am I missing, or what are you not telling me? (Nothing, that's really all there is to it.) OK, I guess I believe you and I'll take it home. Customer: "I don't know anybody who has one of these. It doesn't make sense that nobody I know has one and I hate to be the first and have them they call me stupid. Karen: maybe they'll think you're smart for being the first one to do something different. (Customer watches Mike carry an electric insert out the door for another customer) Karen: Would you like to introduce yourself to her? Customer: No, I guess I'll go ahead and take a chance, it does kinda make sense to buy this. "I've wanted a fireplace but felt guilty about creating emissions. Now I can have a fireplace without increasing my carbon footprint."   Customer commenting on an electric freestanding stove: "This is small and light weight, so I can move it into the guest room when my mother-in-law comes to visit. She can be warm without me turning up the furnace and overheating the whole house.   "I'm so surprised at how real this looks. Perception is Reality!"