Say what you will about TV’s decline in the CE Pantheon, but it was still the most sought after tech device on Black Friday.
That was one of the key findings from the Consumer Technology Association’s (CTA’s) 2017 Post-Black Friday Week Survey, covering Thanksgiving through Cyber Monday.
Another big takeaway: For the first time ever, smartphones ruled the web during the five-day shopping period, with 41 percent of consumers using their handsets to shop online, surpassing desktop computers (38 percent) and laptops (34 percent).
Another first for the extended holiday weekend was that more people (26 percent) shopped on Cyber Monday than on Black Friday (25 percent), the trade group said.
The survey results confirm earlier CTA projections, compelling senior market research director Steve Koenig to declare the 2017 holiday shopping season “an official milestone for mobile shopping.”
“High ownership rates of mobile devices paired with targeted advertising, deal notifications and social media ad campaigns have given rise to the ‘omnishopper,’ who is eager to pounce on the online deals that have frequently spanned the entire Black Friday shopping week,” he said. “With the shift to greater use of mobile devices to shop online, it’s no surprise that Cyber Monday — the biggest online shopping holiday — has surpassed Black Friday in number of total shoppers for the first time ever.”
The CTA survey also found that tech was the second most sought-after category after apparel, with headphones and laptops following TV for the top three CE slots.
“Technology performed even better than expected over the Black Friday shopping week, thanks in part to impulse tech purchases and excitement around emerging tech,” Koenig said. “With mobile technology allowing you to shop anywhere, at any time, and act quickly, half of shoppers made unplanned tech purchases this past week.”
Other tech that performed well included tablets, smartphones, videogame consoles, accessories, DVD and Blu-ray Disc players, and smart speakers, he noted.
Looking ahead, 71 percent of adult shoppers still plan to shop this holiday season, spurred in part by an extra weekend before Christmas and the belief, shared by 36 percent of respondents, that there will be even better deals later in the season.
Of those still planning to holiday shop, 39 percent expect to buy a tech product or accessory, the survey said.
“Tech will remain a dominant category in shoppers’ carts — especially headphones, laptops, smartphones and TVs — for the remainder of the holiday shopping season,” Koenig concluded.
CTA has projected total holiday season tech sales (October-December) to edge up 1 percent to a record $96.8 billion.