Direct Selling is quite familiar to Americans. Nearly everyone has been invited to a Tupperware party, Amway meeting or Mary Kay home demonstration at some time.

Patrons gather, usually with friends, hear a sales pitch, nibble on finger foods and sample a product or two. The goal is, of course, to sell some bottles of moisturizer or a few plastic bowls — whatever the featured products might be.

The format hasn't changed much over the years, and it's been decades since the first direct-sell parties or gatherings took place. Their purpose is practical — to show potential customers how and why to use the products.

When Earl Tupper started Tupperware, he found that he needed to demonstrate how to use his now-famous, airtight seals. So in 1948, the Tupperware party was born.

That Tupperware and other home sales parties are still ongoing more than 50 years later is remarkable, since Wal-Mart and other retail stores are open for selling everything from plastic containers to makeup around the clock. The Internet also has endless shopping opportunities, just a mouse click away, all the time.

So what keeps direct selling going and growing? The industry had about $29.55 billion a year in sales in 2003, according to DSA.

"We trust our friends more than we trust strangers," said Jim Murrow, associate professor of marketing at Drury University.

News-Leader.com, Springfield, MO