With no major console releases this Black Friday season, retailers turned to lower prices and console + game bundles to lure in consumers. The bundles seemed to be successful in driving sales, as over 90% of console purchases on Friday were bundled with a game. Was it really the attached game that drove the sale? Apparently so, as 75% of InfoScout panelists who purchased a gaming console this Black Friday said that the included game was a major influence on their purchase decision.
Gaming bundles aside, which console came out as the winner this Black Friday? PlayStation4 had a disappointing weekend one year ago, capturing only 15% of the console market. While 2014 shows a slightly better story for the Ps4, between the Xbox One and Xbox 360, Xbox once again dominated the console war, owning 62% of the market share.
While we know that kids influence their parents’ purchase decision when it comes to holiday gifts, we were curious to what extent and how that varied from console to console. Unsurprisingly, 66% of InfoScout panelists confirmed that they purchased the console for their kids.
Interestingly though, it varied greatly by console with over 50% of PS4 purchasers buying the console for themselves.
Update – 2014-12-01
Multiple sources reached out to InfoScout and were curious about the motivations behind console purchases during the Black Friday shopping weekend. We shared this curiosity, so we collected survey responses from 350 consumers who purchased a console over the Black Friday weekend. The cost of the console certainly played a role, although that varied by console – 71% of Xbox One purchasers cited price as a major influence on their decision versus just 48% of PlayStation 4 purchasers. As other sources have noted, this may have played a role in its success this weekend. Not surprisingly, price-conscious consumers may have also led to the sales of the 8-year-old Xbox 360 as 92% of consumers noted price as a major influence their decision.
InfoScout panelists submitted 180k+ receipts over the course of Black Friday. Of the 180k receipts submitted, 2k receipts included a games-related purchase. The data includes purchases at all major brick & mortar retailers carrying electronics including Walmart, Target, Best Buy, GameStop, RadioShack, and others. For more information related to our data and panel representation, visit our data page.