N.Y. - Fewer shoppers plan to buy their holiday gift electronics at CE
specialty stores, a new survey by The NPD Group shows.
According to the
research firm's Annual Holiday Survey, CE stores dropped from fourth to sixth
place on NPD's top 10 ranking of retail distribution channels, with only 19
percent of respondents saying they plan to shop there, down from 26 percent
The decrease jibes
with an earlier report by NPD showing that intent to purchase CE products as holiday
gifts dropped from 24 percent of respondents last year to 16 percent this
The CE specialty
channel was bested by discount stores (54 percent), e-tailers (35 percent),
national chains (29 percent), department stores (22 percent) and toy stores (20
percent), the survey showed, but led warehouse clubs (17 percent), outlet
stores (16 percent), apparel shops (15 percent) and off-price retailers (13
channels showed varying degrees of erosion, although the results are not necessarily
indicative of an overall decrease in planned holiday purchases, NPD said.
consumers wanted to spend as little as possible on gifts," explained NPD chief
industry analyst Marshal Cohen. "This year they are being more selective about where
ranked value (60 percent) and a special sale price (58 percent) as the top two
factors influencing their choice of retail venue. Of lesser importance was
convenience of location (47 percent), quality of products (42 percent), free
shipping (39 percent), hassle-free returns (36 percent), breadth of selection
(35 percent) and advertising/circulars (30 percent).
percent of consumers told NPD they plan to look around for the best price and
value before they buy, which could benefit online sales," Cohen observed. "As
consumers â€˜pre-search' by scouring websites for the best prices and deals, they
will likely discover that shopping online offers not only competitive prices
but a whole lot more convenience and they decide to buy online."
, "The NPD Holiday
Survey of Consumer Purchase Intentions," mirrors a holiday
released yesterday by the National Retail Federation (NRF) showing a
shift away from CE stores and electronics gift giving, but conflicts with the
Consumer Electronics Association's (CEA's) 17TH Annual CE
Holiday Purchase Patterns Study
, also released yesterday, which forecasts
record CE spending and an increase in electronics' share of holiday
The NPD report is
based on responses to a survey conducted Sept. 7-15 from more than 2,000
members of the firm's online consumer panel.
Port Washington, N.Y. - Fewer shoppers plan to buy their holiday gift electronics at CE specialty stores, a new survey by The NPD Group shows.