Half of All Consumer Electronics Buyers Shopped Midnight Doorbusters on Black Friday
More consumer electronics shoppers were out and making purchases early on Black Friday this year thanks to retailers opening their doors earlier than last year, according to leading market research company The NPD GroupÃ¢s Anatomy of Black Friday Study.
Port Washington, New York (PRWEB) November 28, 2011
More consumer electronics shoppers were out and making purchases early on Black Friday this year thanks to retailers opening their doors earlier than last year, according to leading market research company The NPD GroupÃ¢s Anatomy of Black Friday Study. Half of all consumer electronics buyers shopped the midnight Doorbusters between 12am and 3am, a huge increase from the 13 percent who bought last year during that time period. More than 28 percent of the shopping trips by CE buyers occurred between Thanksgiving night and 3AM on Friday, a significant increase over the 5 percent in 2010.
With more people shopping for consumer electronics products on Black Friday this was a highly successful start to the holiday shopping period. Consumer electronics products had the largest gain in share of shoppers, of any major category on Black Friday increasing by nearly 5 points from 19.7 in 2010 to 24.4 in 2011.
TV buyers were out in full force as nearly 6 percent of all Black Friday shoppers walked out with a new TV, a 36 percent increase from 2010. Smartphones, video game systems and software, and tablets were also extremely popular as buyers increased by 85 percent, 35 percent, and 34 percent respectively.
Ã¢Å“A confluence of factors have kept consumer electronics top of mind during Black FridayÃ¢, said Stephen Baker, vice president of industry analysis at NPD. Ã¢Å“A combination of the Black Friday promotional period expanding, the continuing focus on electronics in advertising and sales messaging, and the popularity of the category in general have helped to make Black Friday the consumer electronics shopping holiday.Ã¢
Consumers spent $380 on tech products in retail stores this year, a $60 increase from 2010 and far above the $223 that Black Friday shoppers spent overall. In fact, almost 60 percent of all shoppers in electronics stores actually bought something on Black Friday compared to just 50 percent in 2010.
The outlook through Cyber Monday is strong as well. Black Friday consumer electronics buyers were 6 percent more likely to shop again over the weekend compared to overall buyers, and almost half of all consumers who bought consumer electronics products on Black Friday planned to spend again over the weekend and through Cyber Monday.
Ã¢Å“While holiday sales and traffic were strong, the consumer electronics industry needs that momentum to continue in order to see just as strong a finish to the holiday season,Ã¢ said Baker. Ã¢Å“Consumers were driven into the stores by strong promotional deals, but the impact that aggressive pricing has on revenue will most likely outweigh the increased unit volumes.Ã¢
Read more about Black Friday and what went on inside the stores from Stephen Baker and Ben Arnold on Th e NPD Group Blog.
Follow all of NPDÃ¢s holiday updates on http://www.holidaymarketresearch.com.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.
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