NAICS 53228Industry · 5-digitlocal market

All other consumer goods rental

This industry comprises establishments, not classified to any other industry, primarily engaged in renting consumer goods. — Statistics Canada, NAICS 2022A

Establishments · CanadaA: 742
Under 10 employeesA: 65%
Establishments · USA: 10,899
Employment · USA: 87,472
Payroll · USA: $4.5B

Size and shape

How many businesses there are and how small they are. Fragmentation is the first thing an entrant — or anyone selling software into this industry — needs to know, and it is one of the few things that is actually measured.

Canadian establishments by number of employeesA

1–429139%

5–919126%

10–1913819%

20–498712%

50–99253%

100–19981%

200–49920%

500+0—

Of 742 Canadian establishments with employees, 65% have fewer than ten — mostly small operators.

Where they areA

Ontario24833%

Quebec17023%

British Columbia16923%

Alberta7310%

Largest four provinces by establishment count. Establishments with employees only — sole operators with no payroll are not in this table, so in trades and personal services the true number of businesses is higher.

How many new establishments are still tradingA

Real Estate and Rental and Leasing, US · opened 2020

88.7%

1 year

70.3%

3 years

57.9%

5 years

45%

10 years

opened 2015

Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.

How businesses here compete

The structural profile of subsector 532, which every industry beneath it inherits. This is analyst judgment from how the subsector is organised — not research into this industry, and not a measurement.

local competitionhigh capitalUNVERIFIEDinherited from 532 Rental and leasing services

A fleet bought with debt and earned back by utilisation. National consolidators buy independents, which is both the competitive threat and the exit.

Who sets the price: Utilisation against the local competitor's fleet.
The software it runs on: Rental management — contracts, availability, maintenance and telematics.

Market screens and studies

Market-entry records filed along this branch of the hierarchy. A record at or beneath this code is about this industry; one above it is about something wider that contains it.

Screened one level up. Nothing is filed at this exact code; the screen for 5322 Consumer goods rental covers it.

Operating businessScreenedfiled at 5322

Rent-to-Own & Consumer Goods RentalStructure decides

binding constraint: capital intensity

It looks like retail and behaves like a consumer-credit book. The operator buys the furniture, the appliance or the television, keeps it on the balance sheet, and collects weekly — so growth consumes cash and the real skill is underwriting and collections rather than merchandising. Upbound Group, the largest operator, turned $4,695.1M of revenue in 2025, up 8.7%, and was carrying $1,202.3M of on-rent merchandise at year end to do it [A]: about 26 cents of depreciated inventory standing behind every dollar of annual revenue. Scale decides the rest. The same filing shows the Rent-A-Center store estate going backwards — same-store sales down 2.2% and segment revenue down about $83.2M on store closures and refranchising — while the group still grew, because the growth came from Acima's virtual lease-to-own placed at a third-party retailer's checkout. That channel reaches the same credit-impaired customer without a store at all, which removes the one advantage a local entrant had. A single store can be opened; it competes for that customer against a national book with better loss data, and against fintechs Upbound's own 10-K names as competitors.

NAICS 53226 vendors named12 sourced figuresOpen →

Software serving this industry

The vertical software markets filed along the same branch — who sells to these businesses and who they would have to displace — and then the generic categories every business buys whatever it does.

No vertical software market has been recorded along this branch. What the subsector typically runs on: Rental management — contracts, availability, maintenance and telematics.

And what every business buys · 25 generic categories

Sold to every industry rather than this one, so they are filed against the software industry's own code. The same few vendors recur across most of them.

Who works here

The occupations employed in Real estate and rental and leasing, most concentrated in it first. The share is measured against the whole sector, not this industry — the published cross-tabulation stops there.

Concentrated in this sectorA

Insurance, real estate and financial sales occupations Mostly one sector 43.8%

Managers in construction and facility operation and maintenance Mostly one sector 10.3%

Support occupations in accommodation, travel, tourism and amusement services Mostly one sector 3.9%

Auditors, accountants and investment professionals Mostly one sector 2.2%

Logging, forestry, landscaping and other related labourers Mostly one sector 1.3%

Retail salespersons and non-technical wholesale trade sales and account representatives Mostly one sector 1.2%

Automotive service technicians Mostly one sector 1.1%

Security guards and related security service occupations Mostly one sector 1.1%

Graphic and interior designers Mostly one sector 1.1%

Photographers and support occupations in arts and culture Mostly one sector 1.1%

These jobs are mostly done here. An operator in this industry is competing for them against others in the same industry, not against the whole economy.

And the jobs every business has

Administrative, property and payroll officers Across the economy 11.7%

Building maintenance installers, servicers and repairers Across the economy 9.6%

Accounting, insurance and related business administrative occupations Across the economy 5.4%

Financial, insurance and related administrative support workers Across the economy 3.6%

Office administrative assistants - general, legal and medical Across the economy 3.3%

Legislative and senior managers Across the economy 3%

Administrative services managers Across the economy 1.7%

Administrative and financial supervisors Across the economy 1.6%

Survey, statistical and data entry occupations Across the economy 1.3%

Customer and information services representatives Across the economy 1.1%

Found across at least fourteen of the twenty sectors. In a small establishment several of these are usually one person, or an outside provider.

All 162 occupations →

Inside this industry

1 row sits directly beneath 53228. Each has a base report of its own.

Code	Industry	Establishments · CA	What is known
532280	All other consumer goods rental	742	screened at 5322

Alongside it, under 5322 Consumer goods rental

Code	Industry	Establishments · CA	What is known
53221	Consumer electronics and appliance rental	276	screened at 5322