Unlike what happened in 2022 when the Soccer World Cup boosted sales of impressive televisions where you can't miss any detail of Messi's plays,
in 2023, the consumption of household appliances and technology products fell by 2.7%
in units if compares them with the previous year.
The data comes from GfK, a company of the market researcher NIQ, which audits seven sectors, made up of 56 categories, and analyzes purchasing trends and patterns in various sectors.
The study also analyzes how sales performed in two key online events, such as
Hot Sale and Cyber Monday.
This 2.7% drop in units compared to 2022 reflects the dynamics of the local market.
Some characteristics of the market were the following:
- The
White Line
(refrigerators, kitchens, etc.) showed a growth of 6.5%, 19% for online sales and 82% in commercial premises.
-
Small appliances
is a category that registered a growth of 1.3%, 20% of sales were virtual and 80% in the “offline” channel.
-
Cell phones
showed a growth of 0.3%, 30% ON and 70% OFF.
-
Air conditioning
fell 4.7%, 19% was sold online and 81% in person.
- "Wearables" (that is,
electronic devices that are worn on the human body
and that interact with other devices to transmit or collect some type of data) fell by 6.7%, with sales at 34% "on" and 66% “off”.
- The
Brown Line
(that is, everything that is audio, image and consoles) suffered a 9.7% drop in units sold.
24% were sold online and 76% through physical channels.
-
Information Technology (IT
) was the sector that presented the largest drop in sales compared to 2022, it fell by 10.3%, 35% ON and 65% OFF.
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Sales of household appliances and electronics in 2023
Infographic:
Clarín
“In the monthly analysis for 2023, we can highlight that consumer behavior was atypical as a result of the presidential elections.
A year divided into two, with
a first semester that showed growth of 5.4%
compared to the first months of 2022. And a market that
began to contract from August, with an accumulated fall in the second semester of 10.5%.
Two very different semesters,” comments Daniela Martínez, Head CSM Tech and Durables for GfK, a NIQ company, in Argentina.
“The contraction of the last part of the year is also impacted by an atypical last quarter of 2022, due to
the Soccer World Cup, which showed significantly high sales
in some sectors, adds the executive.
The study also analyzed the variations of the categories according to sales and billing units compared to the same month of the previous year.
The best-selling category both in units and billing volume were
smartphones
, representing 23% of the total sales volume and 25% of the billing, consolidating itself as the most important category in the retail market.
Televisions followed in both units and billing, accounting for 9% of the units and representing 14% of the total billing.
Hotsale and CyberMonday
The report also drew conclusions on key events such as Hotsale which took place on May 8, 9 and 10 and Cyber Monday which took place on November 6, 7 and 8.
Despite promotional efforts,
both events experienced negative variations in sales
compared to previous editions.
During the Hotsale, the week of the event grew 133% in units compared to the previous week, however, it failed to reach the volumes of the Hot Sale 2022: they fell 14% compared to that edition.
The participation of the Online channel reached 48% and exceeded by seven points what it was in the previous year's edition.
87% of the sale was made through the Especialistas channel, which achieved seven more points of participation than Hiper and Super compared to the previous week.
Smartphones led the ranking of the best-selling categories, followed by TV and food preparation.
Then, on CyberMonday, sales fell -8% in units versus the same event in 2022. It happened that, due to the country context,
many of the sales were ahead of the weeks prior to the event
.
Given the uncertainty generated by the presidential elections,
many consumers took refuge in the purchase of durable goods.
The category of
Fans reached 2nd place among the best sellers in units, rising two places in the ranking vs. Cyber 22. Air conditioners were in first place in the billing ranking, surpassing Smartphones and TVs.