On Saturday, November 14th, Sam’s Club held its first sale of the holiday shopping season. An early ‘leak‘ of the day’s deals had delighted shoppers taking to online forums to debate which ones were the best. With 4,272 Sam’s Club shopping receipts from Saturday’s sale submitted to InfoScout through our nationally representative panel of over 300,000 Americans, we decided to tally the votes based on which deals shoppers actually bought.
The most outstanding performance goes to Samsung which sold 1.5-times as many TV’s as its nearest competitor: Vizio. Samsung led the charge with a ‘sound bar bundle’ that seemed to resonate a lot with consumers. We’ve previously seen the effectiveness of this ‘bundling’ technique being used for game console sales.
Speaking of bundles and games, the PlayStation 4 bundle with the ‘Uncharted: The Nathan Series Collection’ game sold more than three times as many consoles as the Xbox One bundle which included an extra controller.
Apple’s iPad Air 2 edged HP Notebooks by a 3-to-2 margin within the converging category of laptops and tablets. The iPad Mini, by contrast, barely even registered in comparison.
The real winner here was Sam’s Club which saw a significant increase in shopping trips and gained a 4% in its share of wallet among known Sam’s Club shoppers when compared to the same Saturday one-year ago. To find out if Sam’s Club just shifted sales a bit earlier in the season versus actually increasing their overall share of the Christmas shopping season, stay tuned for our real-time coverage of Black Friday and Cyber Monday.
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While Xbox cleaned up once again this year, which games were the hottest sellers this Black Friday? Sports-related games climbed the list this year owning 3 of the top 6 spots, a jump from just one sports game in the top 5 last year. Madden NFL 15 topped the charts with an 8.4% share of game spend.
Note share data is for game-only purchases, and excludes console+game bundled purchases.
So to what extent did games drive overall sales within the gaming market on Black Friday? Per a previous post, console+game bundles led the way this year while games alone contributed to 37% to the total share. Black Friday is far from the end of game purchases this holiday season; 77% of panelists who purchased a console on Friday plan to purchase 2+ more games before Christmas.
InfoScout panelists submitted 180k+ receipts over the course of Black Friday. The data includes purchases at all major 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.
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.