CE Share Up 24% Among Black Friday Shoppers: NPD

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Port Washington, N.Y. - Consumer electronics enjoyed the largest share gain of any major product category on Black Friday, The NPD Group reported.

CE share on Black Friday increased 23.8 percent, from a 19.7 share in 2010 to a 24.4 share this past weekend, the firm's Anatomy of Black Friday Study showed.

Leading the CE charge was TV. Nearly 6 percent of all Black Friday shoppers walked out with a new set, a 36 percent increase from 2010, NPD said, while purchases of smartphones, video game systems and software, and tablets increased by 85 percent, 35 percent and 34 percent, respectively.

NPD attributed the gains in part to earlier store openings. Half of all CE buyers shopped doorbuster sales between midnight and 3 a.m., a huge increase from last year's 13 percent, while more than 28 percent of the shopping trips by CE buyers began on Thanksgiving evening and continued to 3 a.m. on Friday, up from 5 percent in 2010.

"A confluence of factors have kept consumer electronics top of mind during Black Friday", said NPD industry analysis VP Stephen Baker.  "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."

 Expectations for today's Cyber Monday promotions are also high, NPD said, as almost half of all consumers who bought CE products on Black Friday planned to spend again over the weekend and through Cyber Monday.

"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," Baker added. "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."


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