NATM’s Virtual Pivot, Industry Shifts, And The Road To 2026: A Conversation With NATM’s John Riddle
When NATM (National Alliance of Trade Merchants) gathered for its Fall 2025 Workshop, the plan was simple: a focused, high-impact in-person event in New Jersey. But days before the conference, the looming government shutdown and widespread travel disruptions forced John Riddle, the Head of NATM, and his team into a decisive pivot. The event—crucial timing for retailers entering Black Friday—shifted entirely to virtual.
For an organization that prides itself on deep personal engagement and collaboration between some of the nation’s largest independent appliance and CE retailers, moving online could have weakened the event’s impact. Instead, it became one of NATM’s most seamless and well-attended fall gatherings to date.
TWICE sat down with Riddle following the event to talk about that transition, emerging category trends, the evolving OS ecosystem, the state of the appliance and CE markets, and what NATM members should expect heading into CES and 2026.
Pivoting Overnight—And Making It Work
“Given the time of year—just weeks before Black Friday—we knew the risk of members getting stranded during travel wasn’t acceptable,” John Riddle explained. “This event is extremely important to our members and our vendor partners. We couldn’t afford the disruption.”
Within 48 hours, NATM transitioned the entire multi-track conference to a virtual format.
The surprising result? No interruptions. No technical glitches. Full membership attendance. And strong vendor engagement.
“There were silver linings,” John Riddle said. “Cost savings, no travel fatigue, and people could immediately return to their businesses. But of course, you lose the face-to-face engagement that’s so important to NATM.”
That tension—the efficiency of digital versus the irreplaceable value of in-person touchpoints—may shape NATM’s future meeting cadence.
John Riddle hinted that the Fall Workshop may remain virtual in future years, while the Spring Workshop stays in-person. “Particularly that time of year, it makes sense for members to stay closer to home,” he said.
Member Engagement—Stronger Than Expected
Despite the virtual format, NATM saw full member participation and lively engagement. In fact, the virtual setting even created a moment of NATM-style camaraderie: one member, Ivy from Nebraska Furniture Mart, logged in with a striking custom background—and soon the entire HA committee (and even NATM staff) copied it.
“That kind of comfort level is what we’ve built with our committee format,” John Riddle said. “It allows us to be low-key, collaborative, and extremely effective. We get a lot done without the over-formality that used to define the old NATM meetings.”
Riddle recalled his early career as a vendor, intimidated by the “U-shaped table” format and the sense of being on the hot seat. “That’s gone,” he said. “We accomplish a lot, but it’s enjoyable. That’s the culture we want.”
The Importance of Vendor Participation—Even Without New Product
Vendor engagement was strong throughout the event, underscoring how valuable these sessions are—even in years when brands may not have major product launches to share. John Riddle emphasized that participation from senior-level leaders remains “hugely important,” regardless of the product cycle.
“For senior-level leaders, these meetings are incredibly valuable to get real-time intelligence on the market,” he said. “You’re talking directly with Phil Hannon at ABT, Catherine at P.C. Richard, and Alan at Video Only—leaders with decades of experience. Vendors learn as much as they share.”
In a market defined by rapid communication cycles and increasing complexity across both appliances and consumer electronics, these interactions are becoming essential for strategic alignment and long-term planning.
Inside the Home Appliance Market: Value, Replacement, and AI-Driven Features
The appliance category is having a challenging year—and NATM members know it.
Industry shipments have fallen from 57 million units in 2021 to an expected 51 million units in 2025, a notable decline in a market that is heavily replacement-driven.
“Consumer confidence has been down,” John Riddle said. “Inflation concerns, government shutdown anxiety, and rising healthcare costs all create hesitation. That’s why high-value products are so critical right now.”
Manufacturers across the board—Whirlpool, LG, GE, Samsung HA—leaned into:
- High-value laundry
- High-value kitchen
- Smart and AI-enabled features
- Elevated design and energy efficiency
For NATM retailers, who typically have larger stores and more highly trained sales teams, these innovations matter.
“We’re not the channel that’s going to sell a lot of opening price point,” John Riddle emphasized. “We’ll carry it, but our members thrive on selling features and benefits that genuinely improve customers’ lives.”
Leadership Changes in Major Appliance Brands
2025 brought leadership shifts across Samsung HA, Electrolux, and LG. John Riddle noted these transitions often coincide with challenging markets.
“When headwinds occur, corporations try to put the right leaders in place for the moment,” he explained. “While we miss the individuals who leave, we’re always excited to meet new leaders and hear their direction.”
In typical NATM fashion, several new executives joined the virtual workshop—evidence of the strong vendor relationships NATM continues to maintain.
Consumer Electronics: OS Systems, AI, and the Post-Vizio Landscape
If there’s one CE storyline shaping 2025 and 2026, it’s the changing OS ecosystem—and Walmart’s acquisition of Vizio.
John Riddle called it “a remarkable moment” for the industry. “You’re not just talking about TVs. You’re talking about operating systems, AI capabilities, and the future of how retailers connect with consumers.”
For NATM members—some of the last major independents still deeply invested in CE—the OS becomes a 24/7 portal between retailer and customer.
The OS Opportunity
NATM is watching closely:
- Vizio’s OS under Walmart
- Roku, Fire, and Google integrations
- Emerging platforms like TiVo and Xumo
Large-screen growth, advanced Bluetooth/wireless connectivity, and high-end picture quality will matter—but the software layer is becoming the real battleground.
“How can that OS help a member like Nebraska Furniture Mart or BrandsMart stay connected to their customers after the sale?” John Riddle asked. “That’s the opportunity.”
AI: From Fear to Strategic Adoption
Two years ago, NATM members were hesitant about AI. That has all changed.
“They’re embracing it—but in a regional way,” John Riddle said. “We want technology that makes things easier for customers without removing the human connection.”
John Riddle recounted a frustrating AI experience with a pharmacy system that repeatedly misrouted his prescription. “We don’t ever want our customers to feel that way,” he said.
NATM’s approach balances:
- AI-powered insights
- Human expertise
- High-touch customer service
“We’re leveraging the technology without losing the personal touch,” John Riddle said. “That’s why NATM members consistently rank at the top of Consumer Reports for customer service.”
Promotions, Rebates, and the Black Friday Reality Check
NATM runs nine major promotions per year, averaging 17 days each. But what sets NATM apart is its first-day Intel deep dive.
On day one of each promotion, NATM committees analyze:
- Home Depot
- Lowe’s
- Best Buy
- Costco
- Sam’s Club
- Amazon
- Local competitive offers
NATM then layers its own “house offer,” an internal program tailored for each member’s branding.
“Our members walk into every promotional period with complete clarity,” John Riddle said. “That intelligence gives them a competitive edge and helps us gain share.”
Black Friday 2025: A Tougher Start, Stronger Finish
The first weeks were soft—then momentum surged during Thanksgiving week and Cyber Monday. “Sell-through was strong, our mix was higher than national accounts, and our members outperformed the industry,” John Riddle said. “But overall, the consumer environment remains challenging. Discretionary spending is down in both appliances and CE.”
CES 2026: NATM’s Annual Launchpad
NATM’s next major touchpoint is its CES CE Meeting, taking place days before the show opens.
The agenda includes:
- Internal NATM director-level strategy meeting
- Leadership briefings from CEO/Presidents of major CE vendors
- Nine vendor meetings between noon and 6 PM
- Product roadmap previews
- CES exhibit walkthroughs and transportation coordination
“It’s a tremendous amount of information packed into 24–48 hours,” John Riddle said. “Our members walk into CES fully briefed, focused, and ready.”
What NATM Wants More of in the Future
When asked what he hopes to see more of, John Riddle was clear: continued senior leadership participation—on both sides.
“That dialogue is incredibly valuable,” he said. “Retailers gain insight into the vendor’s priorities, and vendors gain feedback from the most sophisticated retailers in the biggest U.S. markets.”
Looking Back at 2025—and ahead to 2026
Riddle is proudest of NATM’s market relevance. In a difficult economic year, NATM members gained share in:
- Major appliances
- Luxury appliances
- Consumer electronics
And fast-growing categories:
- Premium Audio
- Outdoor Grills
But the 2025 achievement John Riddle highlights most is NATM’s committee-driven collaboration. “We’re reaching a new level of working together on big initiatives,” he said. “That’s what will carry us forward into 2026 and 2027.”
Conclusion
NATM’s 2025 Fall Workshop could have been derailed by circumstance. Instead, it became a testament to NATM’s agility, member commitment, and the strength of its vendor partnerships.
With CES weeks away and 2026 on the horizon, the organization enters the new year with clarity: embrace technology, protect the customer connection, deepen partnerships, and continue building on the collaborative momentum that has carried NATM through a challenging but successful year.
See also: NATM 2025: A Defining Moment For Independent Retail