Most Wireless Customers Plan Holiday Buys From Smartphone, Survey Says
'Tis the week of the “pre-Black Friday” sale, which Walmart codified Tuesday with the announcement of deals designed to eclipse actual Black Friday deals from competitors. Abt Electronics responded Tuesday with its own pre-Black Friday email blast to customers, touting TVs including a 32-inch Toshiba LED-lit LCD TV for 29 percent off to $249 and a Sony 60-inch LED model cart-priced below the minimum advertised price at $1,299 from $1,999 list, the same price at Amazon.
While many of Walmart’s high-profile pre-Black Friday deals reward customers who shop in store, Abt in its advertising urged customers to shop online from home so there’s “no need to wake up early on Black Friday, or miss family-time during Thanksgiving Day.” Phil Hannon, general manager, told us Abt welcomes Walmart’s marketing blitz. “If Walmart wants to stir up additional business for us in this market, we're more than happy to take it,” Hannon said. Whatever Abt is pushing in a sale is being driven by manufacturers’ promotion schedules, he said.
The biggest TV deals of the season will begin this Sunday, Hannon said, saying he hoped the next six to eight weeks will “reverse the trend” for TVs this year. The TV category won’t end the year “up 15 percent,” but it will improve on the current trend that’s down 8 percent, he said.
TV promotions continue to focus on price, but this year’s TV selection has the added twist of Ultra HD, a premium technology offering, something the industry hasn’t seen in a number of years, Hannon said. Recent $500 instant rebates from Samsung and Sony (CED Nov 13 p4) are being conveyed to consumers as deals, while LG offers $1,000 rebates on some Ultra HD models. H.h. gregg sent an email blast Wednesday touting discounts up to $2,000 on Sony Ultra HD and smart TVs, including the 65-inch XBR65X900A, the first-generation Sony 4K TV with extra-large side-loaded speakers. Sony lists that model for the same $4,999.99 price, which includes a 4K media player, on its website. At Abt, 4K TVs “are doing OK,” Hannon said.
On the escalation of Black Friday advertising and hours, Hannon would “love to … go back to a more controlled, shorter window around the holidays.” On second thought, Hannon acknowledged the reality of what the promotional downpour brings. “But I'd like to see them do it gradually so it doesn’t kill the business,” he said.
A more focused approach could happen as the technology makes it simpler for consumers to shop from the comfort of their handheld devices. According to a survey released Wednesday from Asurion, 49 percent of holiday shoppers will make a purchase from their smartphone. Among the 725 wireless subscribers questioned in October, 46 percent said they would use their smartphone to find product information, 35 percent said they'd use the phone to find discount codes and coupons and 62 percent planned to buy directly with their phone.