# Whirlpool to Raise Appliance Prices 7% in December as US Sales Drop 8.3%

> Whirlpool will raise appliance prices by an average of 7% in December, after US sales fell 8.3% to $2.5 billion and the company projected a $1.30 per-share loss.

- Published: 2026-11-07T17:51:34+00:00
- Section: Earnings & Results
- Author: News Desk
- URL: https://newsforagent.com/news/2026-11-07/whirlpool-appliance-price-increase-december
- Source: [Yahoo](https://finance.yahoo.com/real-estate/articles/whirlpool-delivers-bad-news-customers-163200212.html)

## Key takeaways

- Whirlpool will raise appliance prices by an average of 7% beginning in December, CEO Marc Bitzer said on the company's conference call.
- Whirlpool's US sales fell 8.3% year over year to $2.5 billion in the third quarter, and the company expects a $1.30 per-share loss this year.
- Whirlpool's 'buy more, save more' promotion, offering an extra 5% or 10% off two or three major appliances, ends November 18, 2026.

[Whirlpool](https://akta.pro/company-profiles/0000b96/whirlpool) will raise appliance prices by an average of 7% beginning in December, CEO Marc Bitzer said on the company's conference call with Wall Street. The company, the largest appliance seller in the United States, reported US sales of $2.5 billion in the third quarter, down 8.3% from a year earlier, and expects a $1.30 per-share loss this year, [Yahoo](https://finance.yahoo.com/real-estate/articles/whirlpool-delivers-bad-news-customers-163200212.html) reported on November 7, 2026.

## Whirlpool's December Price Increase

Bitzer described the move as a combination of minimum advertised price, promotional minimum average price in some cases, and first cost, the base price Whirlpool charges stores and retailers. "There's a significant move effective… end of the first week in December," he said. "That significant move, which again is in a ballpark of 7%, is actually a combination of [minimum advertised price] MAP, [promotional minimum average price] PMAP in some cases, also first cost."

Whirlpool is not alone in raising prices. Juan Puente, executive president of North America, said competitors' average pricing has also moved meaningfully upward since the beginning of 2026, consistent with the full burden of tariffs and increased transportation costs. Appliance prices industry-wide have risen 8% compared with January 2025, according to Whirlpool, while the Consumer Price Index rose 3.7% in 2026 from the previous year.

Steel costs are part of the pressure. Bitzer said steel, particularly for North America, has seen a massive price increase of 50% over the last 12 months. Hot-rolled coil steel prices have surged to a four-year high near $1,400 per short ton, partly because 50% tariffs have cut supply of lower-cost foreign metals.

## Whirlpool's Sales and Profit Outlook

Whirlpool Corporation (NYSE: WHR) is the only remaining American-owned major kitchen and laundry appliance manufacturer, selling Whirlpool, KitchenAid, Maytag, JennAir, Amana and InSinkErator brands through mass retail, B2B trade, licensing and direct-to-consumer channels, according to akta.pro [company records](https://akta.pro/company-data). The same records put 2025 annual net sales at approximately $16 billion, with close to 90% of revenue generated in the Americas, and list 41,000 global employees across 35 manufacturing and technology research centers.

Whirlpool expects global sales this year to total $14.5 billion, down from $15.5 billion last year. Bitzer said structural cost initiatives together with the additional pricing actions set up a strong foundation for margin expansion in 2027.

## Whirlpool's Rating Cut and Margin Target

On October 28, 2026, Moody's downgraded Whirlpool's corporate family rating to B1 from Ba3, citing weak consumer spending and the housing slump, [Investing.com](https://akta.pro/news-signals) reported. The agency projected adjusted debt-to-EBITDA leverage would exceed 10x by fiscal 2026, and Whirlpool cut its full-year revenue guidance to about $14.5 billion.

On its third-quarter 2026 earnings call, reported by The Motley Fool on November 2, 2026, Whirlpool lowered its full-year profit margin target to 2-2.2%, citing raw material inflation and tariffs. Management announced the 7% North America price increase, with full impact expected in early 2027, and expects $290 million in structural cost savings.

## Whirlpool's Black Friday Promotion Window

Whirlpool's own "buy more, save more" offer gives an extra 5% or 10% discount when buying two or three major appliances, respectively, and ends November 18, 2026, at 11:59 p.m. EST. The December price increase follows that promotion.

## Companies in this story

- [Whirlpool company profile](https://akta.pro/company-profiles/0000b96/whirlpool) · website: https://www.whirlpoolcorp.com

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