LCD TV prices fall 22% for Black Friday

Hi,

hier eine Info von iSupply.

wenn man $=€ setzt bekommt man einen guten Anhaltspunkt für die allgemeine Preisentwicklung. Bitte berücksichtigen, daß die Preise seit September leicht nach oben geschleust wurden, damit man sie jetzt spektakulärer senken konnte. Preise sind ASP = average selling prices.



LCD TV prices fall 22% for Black Friday, says iSuppli



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Press release, December 1; Yvonne Yu, DIGITIMES [Tuesday 1 December 2009]

US retailers during the week of Black Friday cut prices on LCD TV models by an average of 22% compared to before the event, causing sales to rise by 6% compared to a year earlier, according to iSuppli.

"Defying some pundits' expectations, US retailers this year were able to offer their customary Black Friday promotional deals for LCD TVs, which represent a critical factor in driving annual sales growth," said Tina Tseng, analyst for iSuppli.

In large part due to the deals offered on and before Black Friday, the fourth quarter is typically the strongest period of the year for the US LCD TV market. An estimated 28.7% of 2009 LCD TV shipments in the US and Canada are projected to occur in the fourth quarter. iSuppli predicts LCD TV shipments in the US and Canada will rise by 15.3% in the fourth quarter of 2009 compared to the same period in 2008.

US LCD TV sales are preliminarily estimated to have risen by only a low-single percentage point on Black Friday 2009 compared to 2008. However, many retailers offered special Black Friday deals starting on Thanksgiving Day or throughout the seven-day period from November 21-27. For these seven days, LCD TV sales are expected to have risen by as much as 6% compared to a year earlier.

The most common set offered via Black Friday promotions this year was the 32-inch HD LCD TV. Average US Black Friday promotional pricing for 32-inch LCD TVs declined to US$369, down 24.7% from US$490 before the event. The lowest Black Friday price for this screen size was less than the cheapest smaller-size 26-inch LCD TVs.

The biggest average price reduction was for 19-inch LCD TVs, at 36.8%, followed by 26-inch sets at 34.9%. Average US Black Friday promotional pricing for 40-inch LCD TVs declined to US$577, down 23.3% from US$752 before the event. Pricing reductions for larger LCD TVs were more modest, with 42-inch sets experiencing a 7.3% decline and 46-inch sets dipping by 7.2%.

"In the 40-inch and larger screen sizes, better-featured models were offered for Black Friday deals," Tseng said. "The majority of Black Friday promotions were for full HD, i.e., 1080p resolution models. Models with 120Hz refresh rates also were found in the 42-, 46- and 55-inch screen sizes."

"Premium LCD TV brands, such as Samsung, LG and Sony, led the way in offering aggressive pricing deals on Black Friday," Tseng said. "Because these companies sell their sets at higher price points than the value brands do, they are able to make steeper cuts during Black Friday. This translates to greater dollar savings for consumers, making the deals attractive."

In an attempt to further boost sales, Sony offered LCD TV sets bundled with other products as special Black Friday deals.

"Sony was very aggressive with bundled deals," said Riddhi Patel, principal analyst, TV systems, for iSuppli "They bundled LCD TVs with items such as PlayStation 3 video game consoles and Blu-ray players. Other brands offered bundles that included wall mounts and audio bars."

Some retailers also offered special online deals that include free shipping and no taxes.

Some experts had warned that brands might be unable to offer their typical Black Friday pricing deals in 2009 due to a mid-year shortage of glass used to manufacture LCD panels. However, the shortage was resolved well before the brands commenced buying components for making sets for Black Friday, and thus did not impact LCD TV panel availability and pricing.

iSuppli: Average US LCD TV retail pricing before and during the Black Friday week, (US$)

Display size Before Black Friday Black Friday Change(%)
19" $242 $153 36.8%
22" $290 $225 22.4%
26" $384 %250 34.9%
32" $490 $369 24.7%
40" $752 $577 23.3%
42" $765 $700 7.3%
46" $1039 $964 7.2%

Source: iSuppli, compiled by Digitimes, December 2009