Consumerscope: What to Expect for Holiday CE Sales
With continued price pressure driving down ticket-rings at the registers and competition heating up on the shelves, it should be another season of healthy TV sales. Among consumers planning to buy a TV as a gift, LCD continues to dominate, with 73% considering this technology. Perhaps the most intriguing—and anticipated—story will be the success of 3DTV. The study reveals 26% of potential TV buyers will or may pull the trigger on a 3DTV. The performance of 3DTV sales this holiday season will reflect overall consumer sentiment and will lay the groundwork of what the industry can expect going forward.
With the phenomenal growth of eReaders and iPads in 2010, we can expect a remarkable showing from these products during the holidays. The strong sales of these categories raises the question of how their success will impact the sales of other computing solutions. Only a year ago, netbooks seemed to occupy the coveted sweet spot, providing a platform that was portable and lightweight, but sufficiently robust as an affordable standalone computing solution. With the infiltration of iPads and early price drops of eReaders, it will be instructive to watch how netbooks fare as gifts this holiday. That story will certainly continue into 2011.
More consumers will be shopping at mass merchants (66%) this year, ahead of electronics stores (60%) and warehouse clubs (40%). Increasingly, consumers are able to shop without leaving their homes, with 46% likely to buy CE products online. The criteria for CE gift shopping revolve around pricing and policy: 84% of consumers rank product pricing as the most important criteria, closely followed by store return policy (81%). Consumers seem more willing to shop at discount retailers (45%) or buy a less expensive version of a product (42%), while the largest segment of consumers are spending more time looking for good deals (69%). Consumers are also taking a “wait and save” approach, with only 17% beginning to shop in September or earlier. With Black Friday still the most hyped shopping event of the season, it follows that November will be the biggest month (32%), followed by December (27%).