SPOTLIGHT: Piano and keyboard market

MMR has taken a temperature reading of the US piano and keyboard market, producing a wide range of results among dealers.

The results from this survey – particularly the individual comments – display a disparity of opinion unlike any MMR dealer poll so far this year. For piano & keyboard retailers, perceptions of the state of the market are very much driven by geographic location; regional economic and education-level factors in greatly, which is not terribly surprising, given that many of the instruments in this category are very much “high end” purchases.

Some good news is that, for a segment that was hit particularly hard during the recession of a few years ago, nearly half (46.8%) of the participants in this poll (sent out to over 200 dealers) report that sales are up compared to 2015.

While Internet competition is (as is usually the case) a hot topic/ complaint, it’s not limited merely to unfair tax breaks or unbeatable prices for these MI retailers. As Brendan Alviani, of Family Piano Co. in Waukegan, Illinois says: “I think as consumers do more and more research online for the ‘best’ product (for everything!), they are more often demanding a brand name and are less willing to go with a quality lesser-known product.”

Another trend of note is increased reliance on institutional sales (“The formal relationships we build with our area schools, colleges, and universities are integral to our success,” notes West Music’s Patrick Downing).

There are plenty of bright spots being reported, as Frank Baxter of Parsonfield, Maine’s PianoWorld. com (note: not a retailer) observed in a related conversation recently: “No doubt the piano/keyboard business is tougher right now, heck most business is tough now, but it can be done with hard work and belief.”

What wider trends have you been noticing with respect to the piano & keyboard market?

“Personally, I have noticed a trend within our market of a push towards quality, weighted key piano options; particularly new digital pianos and new and used uprights. Many of our customers coming to store – especially those with children beginning lessons – seem to be straying further and further away from the older used pianos that are privately sold online, as well as away from new 61 and 76 key portable keyboards. In working with our teachers, parents, and students to help emphasize the simple equation of ‘the greater the instrument, the greater the chances of success at the piano,’ many of our customers are seeking more excellent quality pianos rather than instruments that will get them by in the short term.” Patrick Downing West Music Co. Moline, Illinois.

“Too much low-end, entry-level product flooding the market in big box, non-support [from] retailers both on the Internet and brick & mortar competitors. I’m now focusing more on keyboard rentals than sales.” Randall Platt, Hoffman Harp Gallery, LLC Lenexa, Kansas.

“Digitals are really taking over except for the accomplished players, who prefer larger grands.” David Constantin, Piano and Organ Center North Syracuse, New York.

“People will pay higher prices if they can play then pay. We are far enough from GC that we are able to exist. GC & MF are still killing everything in its tracks. Most buyers will avoid a purchase when they do not have to pay tax if they order from MF, so if that is a factor to the consumer that shops here, they will avoid any purchase from ANY mom & pop music store… We sell the crap out of strings/sticks/ tuners and other much-needed small items because 60 percent or more of our competitors have closed. May sound like a rant… but at least you might like to know that the individual small music store can now exist because all of the other small music stores have realized that you cannot compete with free shipping/ no tax/and being able to somehow avoid MFSRP by shopping online… so they closed…” Allen Bondar, Dharma Records USA Grayling, Michigan.

“30 years ago when piano teachers did not know what a keyboard was and a parent asked if it was OK to start with one the answer was always “NO.” That answer served as an (unwitting) safety net for the piano industry until recent times. That same safety net was not present for the home organ manufacturers 30 years ago and the keyboard caused significant damage to that category at that time. Recognizing these challenges allows [us] to grow selling home organs, acoustic, and only Clavinova digital pianos which do not fit on a UPS truck.” Jack Melvin, Keyboard Connection Jacksonville, Florida.

“Music retail stores are getting killed by online websites that ‘bundle’ keyboards with other products. The practice of bundling needs to be stopped.” Anthony Mantova Mantova’s Two Street Music Eureka, California.

“Misleading internet marketing. Completely unregulated. People are being ‘fooled’ worse than they were in the ‘60s.” Ted Good, Steinway Piano Gallery Cleveland Boston Heights, Ohio.