Camera Deals Entice
Black Friday Shoppers
By Greg Tarr On Dec 6 2010 - 6:01am
NEW YORK —
Although Black Friday traditionally conjures
up images of rampaging crowds carrying dozens
of large flat-panel TVs up to checkout counters, anecdotal
accounts found that digital cameras may have been
among the most popular CE category sellers this year.
According to leading industry analysts who shopped
stores in various markets of the country over the long
Thanksgiving weekend, some of the longest lines were
seen at digital camera counters, where door buster
specials of well under $100 were offered for some of
the latest point-and-shoots.
“We saw promotions, door busters and bundled/rebates
across all camera segments,” said Chris Chute,
IDC worldwide digital imaging research manager. “I
think what was different in 2010 was that consumer
demand roared back across all CE sectors, including
cameras; this was the missing piece in 2008 and
Similarly, Liz Cutting, NPD consumer technology digital
imaging industry analyst and executive director, acknowledged
that as expected, camera makers also pushed d-
SLR bundled packages heavily during the Black Friday
period, often using instant rebates or “instant savings” to close the deal.
“The large number of d-SLR bundles wasn’t surprising.
Perhaps this was due just to the fact that d-SLRs
are in high demand,” Cutting surmised. “As one of the
tech sizzle categories they’re competitive traffic drivers.
The accessory attach rates around holiday periods are
impressive, and perceived values through bundles motivate
a large number of consumers to purchase, for ‘self
gift’ or unselfish giving.”
In the Portland, Ore., area, one TV market analyst
remarked that lines seemed longer for digital camera
doorbusters this year than they were for the television
“There were really long lines to look at cameras in
several retailers,” said Tamaryn Pratt, Quixel Research
principal, adding, “Maybe the bloom is off the rose for
HDTV” as season product movers.
“It’s hard to compete when some camera prices are
cheaper than $39 for a kit,” Pratt added.
Camera specials were liberally peppered across
newspaper flyers from virtually all national and regional
retail chains, in CE specialists and mass-merchant
discount chains. They were also plentiful on retailers’
e-commerce sites for both the Black Friday and Cyber
Among the most popular brand participants this year
were again Canon and Nikon, followed by such other
noteable brands as Kodak, Sony and Samsung.
hhgregg offered a Canon SX30 14.1-megapixel camera
bundled with an 8GB SD card and case for $369;
there was also a Canon T2i d-SLR bundle with body,
18-55mm IS lens, 75-300mm lens, 8GB SD card and
gadget bag for $899.
From Nikon the chain featured the D3000 d-SLR in
two kit promotions: one including a body, 55-200mm
lens, 8GB SD card and SLR zoom holster for $549, and
the other including a body, 55-200mm lens, 18-55mm
lens, 8GB SD card and zoom holster for $599.
Also among the hhgregg doorbusters was a Kodak 3x
zoom and 12-megapixel digital point-and-shoot with a
3-inch LCD for $59.99 after a $10 mail-in rebate.
Best Buy offered Nikon’s D90 d-SLR at a $1,029 online
special, the Nikon Coolpix 10.3-megapixel digital
point-and-shoot camera (P100) at $319, the Coolpix
12-megapixel S4000 at $129, and the Nikon Coolpix
12.1-megapixel S70 $159.
The chain also featured Canon’s EOS Rebel T2i
18-megapixel d-SLR camera at a $799 special, and the
Canon PowerShot SX130 IS 12.0 megpixel point-andshoot
at a $179 special.
Walmart focused on models from Canon, Nikon, Kodak,
Samsung, Sony and VTech, offering the Canon
EOS Rebel XS 10.1-megapixel d-SLR in a bundle with
an 2GB SD card and bag for $479, the Nikon Coolpix
L110 for $199, the Kodak C183 for $59, the Samsung
DualView PL100 for $99, the 14-megapixel Sony W330
point-and-shoot for $119 and the VTech KidiZoom camera
As with many chains, instant rebates were the popular
motivators over the holiday shopping period.
At B.J.’s, for example, a $50 instant rebate was offered
for the Canon PowerShot SD1300 and A3000 pointand-
shoot cameras, while an $80 savings was featured
on a 14-megapixel PowerShot SD1400is.
For Nikon the chain featured the Coolpix L110 with
a $30 instant saving ($80 savings total), the Coolpix
S4000 with a $30 instant savings ($50 total), and the
Coolpix S3000 and S6000 with $30 instant rebates.