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Consumer Electronics Association Black Friday Weekend Survey(December 12, 2011)
ARLINGTON, VA -- (Marketwire) -- 12/12/11 -- Electronics were among the most purchased items over the Thanksgiving weekend, with nearly half of all shoppers buying technology, according to interim results from the Black Friday Weekend survey by the Consumer Electronics Association (CEA)® and CARAVAN®. The survey showed that nearly 118 million Americans will shop this weekend (Thursday through Monday).
Once again, consumer electronics (CE) trailed only clothes as the most popular gifts purchased this weekend. Nearly half of all shoppers (48 percent) bought or will buy CE from Thursday through Monday. The survey examined shopping habits, intentions and expectations from Thanksgiving Day, Thursday, November 24, through Cyber Monday, Monday, November 28. More than 60 percent of shoppers were purchasing clothes during that time frame. Toys are also a popular gift this weekend.
CEA's 18th Annual CE Holiday Purchase Patterns Study showed the average consumer will spend an all-time high of $246 on electronics gifts this year, up six percent from last year and representing one-third of all gift spending.
Consistent with CEA's earlier holiday forecast, the Black Friday Weekend survey showed the most popular electronics purchased/planned to purchase this weekend were:
- Digital Cameras
- Video game consoles
- Accessories (such as cables and cases)
- Notebook/laptop computers
- MP3 players
- Tablet computers
Mass merchants were again the most popular place to shop during the Black Friday weekend. Roughly 77 percent of those who had already shopped, as of Friday, reported shopping at a mass merchant. When including individuals' shopping intentions for the rest of the weekend, that number rises to 81 percent. Department stores, electronics stores and online retailers were also popular shopping destinations. Nearly half of shoppers (46 percent) who bought electronics purchased their CE device online.
CEA's 2011 Black Friday Weekend Survey presents the interim findings of a telephone survey conducted among two national probability samples, which, when combined, consists of 533 adults, 261 men and 272 women 18 years of age and older, living in the continental United States. Interviewing for this CARAVAN® Survey was completed on November 25, 2011. 407 interviews were from the landline sample and 126 interviews from the cell phone sample. Additional data is available with final figures available Monday.
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