Whirlpool Raises Appliance Prices About 7% Starting in December
Whirlpool will raise U.S. appliance prices by an average of 7% in early December. Here is why, what rivals are doing and which November deals run first.
Whirlpool plans to raise its appliance prices by an average of 7% at the end of the first week of December, CEO Marc Bitzer told analysts on the company’s recent earnings call, according to Yahoo Finance. Whirlpool has the largest share of the U.S. appliance market, so the increase reaches refrigerators, ranges, washers and other major appliances sold through most big retailers.
Bitzer said the move combines higher advertised price floors for retailers with a higher base price Whirlpool charges stores. Shoppers who already plan to replace an appliance will see November holiday promotions run before the new prices take effect.
What it means for appliance shoppers
A 7% increase on a major appliance comes on top of earlier rises. Whirlpool says appliance prices across the industry are up 8% compared with January 2025, while the Consumer Price Index rose 3.7% in 2026 from the previous year. The industry has been getting more expensive faster than prices overall.
Other brands are not holding prices down. Juan Puente, who runs Whirlpool’s North America business, said competitors’ average pricing has “meaningfully moved upwards” since early 2026. The main alternatives in U.S. stores include Electrolux, which owns Frigidaire, and Haier, which owns GE Appliances.
Why prices keep climbing
Whirlpool and its rivals point to tariffs, freight and steel. Puente said the rising prices match the full burden of tariffs and higher transportation costs. Steel is a large input for ranges, washers and refrigerator cabinets, and Bitzer said North American steel prices have risen 50% over the last 12 months. Hot-rolled coil steel is near $1,400 per short ton, a four-year high, partly because 50% tariffs have cut the supply of cheaper imported metal.
Demand is weak at the same time. People who move usually replace a whole set of appliances, and high mortgage rates have slowed home sales. Building permits fell 3% year over year in September and privately owned housing starts dropped 7.4%, according to the Census Bureau.
Whirlpool’s own numbers
- U.S. sales fell 8.3% year over year in the third quarter, to $2.5 billion.
- Global sales this year are expected at $14.5 billion, down from $15.5 billion last year.
- Management expects a loss of $1.30 per share for the year, mostly because supply costs are rising faster than prices.
The company is also closing plants and consolidating distribution. Bitzer said those cuts and the new pricing set up margin growth in 2027.
What happens before the increase
Retailers have started early Black Friday sales. Yahoo Finance found Best Buy listing a Samsung 3-door French door smart refrigerator at $1,799, down from $2,160, and Home Depot selling a GE top-load washer at $559, down from $849.
Whirlpool’s own website has a “buy more, save more” offer: an extra 5% off two major appliances and 10% off three. That deal ends Nov. 18 at 11:59 p.m. EST. The new Whirlpool prices start in December, after the main November sales period.
Source: Yahoo Finance
