Why are electric goods called white goods?

Have you ever wondered why electric goods, household appliances, are called white goods?

I have looked around for an answer to this phrase and to the origin also. I have had a little success.

The University of North Carolina at Chapel Hill has the following on its website:

The term “white goods” was coined by Sears and Roebuck in their early catalogs and referred to household appliances that had a white porcelain enamel exterior.

The Dictionary of Marketing Terms, 3rd edition, by Jane Imber and Betsy-Ann Toffler, published by Barron’s Educational Series, Inc, has this to say about white goods:

In retailing, all those heavy household appliances that were originally manufactured with a white enamel finish, such as refrigerators, freezers, washers and dryers, or stoves. Today the term applies to all such goods, even though they are available in a variety of decorator colors and finishes. ["white goods." Dictionary of Marketing Terms. Barron's Educational Series, Inc, 2000. Answers.com 09 Jul. 2009. http://www.answers.com/topic/major-appliance]

As of now, my question is answered. I hope yours is answered too.