‘Shop From the Couch’ This Thanksgiving Day, Advises NPD’s Baker
The projection by NPD Vice President Stephen Baker that Q4 consumer tech industry revenue will grow while unit sales decline tops his annual “Baker’s Dozen” list of holiday expectations. The 2% increase NPD is forecasting for Q4 revenue is below…
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the “yearly market trend,” but it's “noteworthy revenue growth given the 16% CE sales growth recorded in Q4 2020 vs. Q4 2019,” said Baker Thursday. Unit sales are expected to fall 5%, he said. “Eat turkey and shop from the couch,” advised Baker, saying with fewer stores opening on Thanksgiving Day than in recent years, “online shopping will once again be center stage.” Another Baker tip: “Go big or go home.” After nearly two years of “unprecedented volumes” in consumer tech sales, he said, “holiday 2021 is likely the last period for a while that the confluence of demand, lifestyle needs, installed base growth, and product refreshes all come together to produce the robust demand we have been experiencing.” He predicts “it will be a couple of years before these opportunities come back again.”