2025 Annual Industry Report: Record Q4 Sales Propelled Growth

In 2025, the radiant heating industry continued to navigate a complex landscape defined by shifting economic indicators and a fluctuating housing market. However, for WarmlyYours, the year was defined by a historic surge in momentum that culminated in a record-breaking final quarter.

While the broader national housing and remodeling markets faced headwinds throughout the year, WarmlyYours saw a remarkable acceleration in demand as 2025 drew to a close. This culminated in a 21.9% year-over-year increase in sales for the fourth quarter, marking one of the strongest year-end performances in the company’s history. This record growth reflects a significant shift in consumer and professional confidence, as radiant heating solutions continue to transition from luxury upgrades to essential home and commercial comforts. It also augurs well for the near and long term future for radiant heating sales. 

The fourth quarter's explosive growth was driven by high-volume interest across our primary product lines, even as national renovation expenditures and home sales activity remained a mixed bag of recovery and restraint.

In this report, we will analyze the specific factors behind this 21.9% Q4 surge, examine the product lines that led the charge, and assess how these record-breaking figures position WarmlyYours and the radiant heating industry for the year ahead.

WarmlyYours Sales Performance Throughout 2025 

WarmlyYours saw several product lines show exceptional growth throughout the year. One of the most impressive performers was our roof and gutter deicing systems which grew 43.7%. These heating elements are used to prevent ice dams and other forms of ice damage from forming on roof perimeters or in your gutters. WarmlyYours offers two main versions of this product: constant wattage plug-in kits and cut-to-length self-regulating cables. The constant wattage kits made up 55.6% of all roof and gutter deicing sales in 2025 which was due in large part to overall growth in ecommerce sales (up 329.6% on Amazon and up 82.7% with all other e-commerce partners). 

Towel warmers were the second fastest growing product line with 41.6% growth. This product line has always done well with both direct online sales and with ecommerce. On Amazon we saw 175.9% growth for towel warmer sales in 2025 and with other e-commerce partners we saw a 33.8% increase. Part of this has been a concerted effort to expand finish options for popular towel warmers. In 2025, gold finished towel warmers made up 18.5% of all towel warmers sold. 

Additionally, two mirror-centric products made substantial gains in 2025. LED mirrors were up 21% and mirror defoggers were up 18.6%. Both of these product lines are extremely popular add-ons for direct sales when someone is updating their bathroom, but they have also proven to be popular with our e-commerce partners, which led to LED mirrors being up 9% and mirror defoggers being up 41.3%. 

These product lines, along with floor heating and snow melting, helped propel large fourth quarter gains for WarmlyYours. But this increase began in earnest in the second quarter when we saw an increase of 1.8%, due in no small part to growth for our TempZone Floor Heating Ruler cable. The third quarter then compounded this sales momentum and posted an impressive growth rate in consolidated sales of 5.6%. Q3 2025 sales growth was driven by massive gains in snow melting sales during the peak installation season. 

This snowball effect then led to the largest single quarter growth rate ( 21.9%) in year-over-year consolidated sales in the history of WarmlyYours. 

Causes of Exceptional Q4 Sales Growth 

There was a confluence of factors that led to a 21.9% increase in Q4 consolidated sales for WarmlyYours. But perhaps nothing was more significant than growth in several key customer channels, which was the result of concerted efforts and strategies from WarmlyYours. 

During Q4 2025, WarmlyYours saw Amazon grow 185% and other E-commerce partners grow 27.4%. This growth was directly tied to two main initiatives: listing optimization and platform specific advertising. The optimization efforts have involved several WarmlyYours departments working together, including IT, Marketing, and Product Development, said Julia Billen, owner and president of WarmlyYours. 

“We looked at everything,” said Billen. “From the images we were using to the types of products we were selling on each platform to ensure that we were meeting these online customers where they were. By customizing the user experience at the platform level, we were able to nearly double our sales on some of the biggest e-commerce sites.” 

In-platform specific advertising is something that WarmlyYours has pursued in Amazon for a few years but was a late Q4 addition for other large e-commerce sites like Walmart. And Amazon advertising has also seen an increase in campaign optimization that has been paying dividends for the company. 

Commercial sales, which are typically snow melting or floor heating related, grew 161.7% due in large part to designated sales campaigns set up by Elodie Pasek, the Director Of Business Development North America for WarmlyYours. Additionally, WarmlyYours software developers have built custom tools that were added to the CRM to better service commercial clients. 

Billen said that commercial projects will remain a core focus of WarmlyYours in the near future. 

“Electric radiant heating products like ours serve a niche in commercial construction because of their modular nature. An electric snow melting system can be added to a high-risk area to lower liability without the expense, and space, of hydronic systems. It’s taken some time but we’re getting the word out to commercial professionals across North America and we’re reaping the benefits,” said Billen. 

Growth in core product lines has also been a strong driver of Q4 sales growth for WarmlyYours. The fastest growing product lines were roof and gutter deicing systems (up 134.4%) and radiant panels (up 103.1%). But the biggest sales volume increase came from our towel warmers (up 59.1%) and floor heating (up 9.9%). Floor heating made up 37% of all WarmlyYours sales in Q4 2025 and towel warmers made up 22%. 

The growth for towel warmers is largely attributable to increases in e-commerce sales. And while floor heating was up 26.3% in Amazon sales during Q4 2025 the explanation for its growth is more multi-faceted. 

One of the most compelling explanations is that sales of electric floor heating to commercial professionals skyrocketed 201.7%. Much of this growth was due to sales of our most popular floor heating element, the TempZone Flex Roll, which was up 117.8% in Q4 2025. Billen offered some thoughts about the causes of floor heating growth in commercial sales. 

"The surge we’ve seen in our commercial sales this past quarter is a clear indication that the professional building sector is leaning into radiant heating more than ever before," said Billen. "Our commercial segment has emerged as our fastest-growing professional channel, and the momentum is incredible. We’re seeing a significant shift in high-end development; builders for luxury apartments and boutique hotels are no longer viewing radiant heat as just a 'nice-to-have'—they’re recognizing it as an energy-efficient, high-comfort essential. By partnering with architects and contractors who value our WBENC certification and sustainable technology, we’re showing that our systems aren't just an upgrade—they are becoming a standard for modern commercial infrastructure."

Consolidated floor heating sales to non-commercial professional customers were up 1.52% in Q4 2025 compared to 2024, and that was largely due to the TempZone Flex Roll, which was up 8.8% for that customer channel. This pattern was more exaggerated with homeowner customers who were up 24.8% in floor heating sales in the fourth quarter. With homeowners, the TempZone Flex Roll was up 64% in Q4 sales. 

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Growth for the TempZone Flex Roll helped drive sales of the product up 28.5% in Q4 2025 compared to the same period in 2024. In fact, the TempZone Flex Roll went from 28% of all floor heating sales in Q4 2024 to 32% in Q4 2025. The TempZone Flex Roll is our most popular floor heating element with almost every customer segment and for good reason—the mat can be installed quickly and its cut-and-turn installation method (where the mesh, but not the cable, is cut to enable turns) provides for full and even heating coverage. 

In terms of Q4 2025 growth for other floor heating products, the fastest growing floor heating element was slab heating (up 43.7%), which are often used in new construction projects because they are embedded in concrete slabs. This was followed by TempZone Shower Mats (up 40.5%) and TempZone Easy Mats (up 21.7%). Billen said that floor heating will always remain a central focus for WarmlyYours.

“While we continue to see incredible growth in our newer product categories, electric floor heating remains the primary driver of our success and the core of our business. It is the foundation we’ve built this company on over the last 25 years, and it continues to be the engine that powers our record-breaking performance. We will always remain dedicated to perfecting the radiant floor heating experience that our customers have come to expect from us,” said Billen. 

The National Housing and Renovation Markets

While the national landscape for 2026 presents a "mixed-bag" of economic signals, WarmlyYours is entering the year from a position of unique strength, fueled by the record-breaking 21.9% year-over-year sales growth achieved in Q4 2025. This historic momentum serves as a significant buffer against broader market volatility, where housing and renovation metrics are currently offering conflicting reports.

The closing of 2025 showcased a sharp contrast between completed home sales and future contract activity. According to the National Association of Realtors (NAR), existing-home sales rose 5.1% in December. NAR Chief Economist Lawrence Yun noted that while 2025 was a difficult year for buyers, conditions began improving in the final quarter, leading to December sales that were the strongest in nearly three years. However, this optimism is tempered by a 9.3% decrease in pending home sales during the same period. Yun cautioned that the housing sector is "not out of the woods yet," as these dampened contract figures cloud the short-term outlook.

Adding to this complexity, the broader renovation market is bracing for a scheduled transition. The Leading Indicator of Remodeling Activity (LIRA) from the Joint Center for Housing Studies of Harvard University projects that annual spending growth on home improvements will gradually slow through 2026. Spending growth is expected to ease from 2.9% early in the year to just 1.6% by year-end. Chris Herbert, Managing Director of the Center, highlighted that remodeling trends closely track the health of the broader market, noting that high interest rates continue to pose significant headwinds to homeowner improvement spending.

Despite these national "downshifts" and "headwinds," WarmlyYours is well-positioned for continued expansion. Our recent 21.9% surge suggests that we are successfully outdistancing the general market's sluggishness. As high-interest rates and tight inventory cause some homeowners to delay moving, many are choosing to reinvest in their current properties. This "love the home you have" trend continues to drive high-intent demand for premium, comfort-driven upgrades like radiant floor heating and towel warmers. While the national industry outlook remains cautious, the internal sales trajectory at WarmlyYours indicates that we are leading the radiant heating market into 2026 with unprecedented strength.

WarmlyYours Looking Forward into 2026

As we look ahead to 2026, WarmlyYours is strategically positioned to capitalize on emerging market trends and internal operational enhancements. Building on the record-breaking sales momentum of 2025, our focus remains on leveraging technology and targeted growth strategies to strengthen our position as a radiant heating industry leader.

Growing Demand for Outdoor Heating Solutions

A historically harsh winter across much of North America has already begun driving significant interest in our outdoor safety and protection product lines. Based on late 2025 performance, we expect to see continued growth for both snow melting and deicing solutions and roof and gutter deicing systems. Both of these systems are increasingly seen as essential infrastructure for ensuring personal safety and preventing property damage during severe weather.

E-Commerce Optimization and Digital Strategy

To capture the accelerating shift toward online procurement, we are dedicating specialized resources to comprehensive listing optimization across all digital channels. We recognize that e-commerce trends for 2026 favor brands that prioritize AI-driven SEO and high-quality product discovery. By refining our technical data and visual assets, we aim to further enhance our conversion rates and provide a seamless shopping experience for the modern, digital-first consumer.

Targeted Commercial "Micro-Campaigns"

Building on our massive success in the commercial sector—which served as our fastest-growing professional channel last year—we are launching a series of high-precision "micro-campaigns." These initiatives will utilize geographic targeting to focus on key markets, including:

• New York/New Jersey: Capitalizing on high-end multi-family residential renovations.
• Colorado: Meeting the demand for robust snow melting systems in mountain climates.
• Illinois and Ontario: Strengthening our market share in regions where geo-targeted radiant solutions are already seeing significant volume increases.

Professional Partnership Enhancements: Cash-Back & AI

Our commitment to our professional partners—including electricians, flooring retailers, and general contractors—takes a major leap forward in 2026. We are introducing a new cash-back program designed to reward our most loyal customers for their continued partnership. 

Furthermore, we are integrating advanced AI tools to expand the capabilities of our sales team. This technology allows our staff to identify visitor intent in real-time, ensuring our professional clients receive the technical specifications and design layouts they need with even greater speed and precision.

These 2026 strategies provide a roadmap for scaling our business. Whether through the 2026 e-commerce strategy or our new pro-focused incentives, we're ready to "turn up the heat."

Sources:

Relevant internal sales data from WarmlyYours
Google Analytics 4
https://www.nar.realtor/newsroom/nar-existing-home-sales-report-shows-5-1-increase-in-december
https://www.nar.realtor/newsroom/nar-pending-home-sales-report-shows-9-3-decrease-in-december
https://www.jchs.harvard.edu/press-releases/remodeling-growth-set-downshift-late-2026
https://www.youtube.com/watch?v=HDpEKrS-m0c
https://kbbonline.com/trends-inspirations/industry-report-shows-strong-q3-radiant-heating-sales/166277/