More self-gratifying consumers tapped into 2012 Black Friday sales of tech products compared to the last two years, according to The NPD Group’s latest Anatomy of Black Friday Report.
The report says Black Friday consumers who purchased tech products were 50 percent more likely to buy items for themselves than the entire shopping population.
“It is no surprise that self-gifting is growing in technology, as sales of formerly highly gifted items like point-and-shoot cameras, GPS navigation systems, and MP3 player sales rapidly decline,” said Stephen Baker, VP, Industry Analysis, NPD. “Consumers were looking for the best deals on big-ticket items that can be enjoyed by their families.”
The study found tech buyers were 80 percent more likely to buy doorbusters this year than last year, and nearly twice as many tech consumers purchased doorbusters than the overall consumer base.
The NPD Group says 44 percent of tech consumers researched on potential purchases inside the stores, whereas 24 percent dived into the shops.
For the last two years up to now, 76 percent of tech shoppers researched before they embarked on the holiday weekend compared to 58 percent of overall consumers.
“With the increased attention on more expensive products that are more likely to be household items, such large screen TVs and tablets, it’s not surprising that research activity is on the rise both before the sale and during the shopping activity itself,” said Baker.
“The easy availability of shopping apps, pricing comparison sites, and product reviews on a consumer’s smartphone makes this a simple activity to accomplish for most consumers.”
The report says consumers geared up on their purchases spent two times more than unprepared shoppers.