Big TV Discounts for the Big Game
If you’re one of the 103.4 million people who watched the Super Bowl at home last year, you’re probably already prepping for this year’s game by stocking up on snacks and beverages. But Super Bowl Sunday isn’t just an excuse to stockpile chips, dip, and Budweiser. The Super Bowl season has also become a popular time for consumers to invest in a new TV, so they can optimize their viewing experience for the big game. Diehard fans want the best quality picture to watch their beloved teams battle it out on the field, and what better way to ensure you don’t miss a single detail – down to Tom Brady’s nose hairs – than by upgrading to the latest and greatest TV display.
Of course, retailers have noticed this behavior and have responded by offering attractive discounts on higher-end, feature-rich UHD TV models in the two weeks preceding the game. Over the past couple of years, prices for UHD TVs (the leading TV image quality available at retail) have dropped drastically during the Super Bowl sale period. But exactly how much have prices declined?
Numerator reviewed over 420 retail circular promotions for UHD TVs run in the two weeks leading up to the Super Bowl in 2017, 2018, and 2019 and compared prices year over year to determine whether pricing for the UHD TV category is falling over time and, if so, by how much.
Between 2017 and 2019, the average promoted prices on all UHD TVs have dropped by only 2%. Not exactly a compelling reason to rush out into the vortex to snag a new display. However, this number includes some larger, higher-priced screen sizes promoted in 2019 that were not promoted in 2017. Narrowing down to the more popular screen sizes that are promoted with higher frequency, the decline in price becomes more extreme. The average promoted price of 70" UHD TVs dropped by 47% between Super Bowls 2017 and 2019, 50" screens dropped by 40%, and 40" screens by 37%.
Despite all this, it is worth remembering that lowest price doesn’t always have to be the central focus around key events. Promoted prices for TVs have been, overall, still higher leading up to Super Bowl 2019 than they were for Black Friday 2018. You must know your consumer - Super Bowl TV shoppers are much more likely to consider product quality and screen size than would a Black Friday shopper, who is only out to get the best deal possible.
At Numerator, we provide comprehensive visibility allowing for deeper insight into the competitive cross-media promotional landscape. To learn more about promotional trends in your category, see our Promotions Intel or reach out to us at firstname.lastname@example.org. Let us help you improve your promotions game for a winning 2019.