Customers are pulling the plug – the demand for electronic devices is dropping drastically

Even the football World Cup has stopped plundering the electronics trade: sales of television sets are down by double digits this year. According to market research by GfK, sales fell by no less than 21 percent by the summer. The fact that it is not getting worse is due to the demand for devices with expensive OLED technology with an average price of around 1500 euros.

“We especially like the more compact 42-inch models with mini LED TVs,” says LG Marketing Manager Philipp Breitenecker. These new LEDs already make up 10% of the market, OLED another 22%. But some other electronic items have a one-to-two-digit sales decline, such as small kitchen appliances and audio systems.

“We see the expected market decline compared to last year, which was especially strong due to the catch-up effect of corona,” confirms Samsung manager Manuel Osante. In contrast, soundbars and high-end headphones are in high demand, according to Sony sales director Walter Pravida.

The PlayStation 5 is always in short supply and there are still delays in the delivery of certain audio devices, cordless phones, Dyson vacuum cleaners and built-in appliances, summarizes Red Zac director Brendan Lenane. “And customers buy more consciously, special attention is paid to energy efficiency.” Under the Christmas tree are often e-scooters, smartwatches, mobile phones and even air purifiers, adds Xiaomi boss Tibor Wagner.

After all, price increases are limited, says MediaMarkt boss Alpay Güner: “Currently, inflation has only a limited impact on us. Whether that will change in the coming months cannot yet be said with certainty.”