Camera sales booming in the finals days before Christmas

By Patrick Avenell

SYDNEY, NSW: The digital camera market is defying the naysayers Christmas predictions, with the broad category currently experiencing a bumper festive season, according to GfK data.

Now worth over $650 million in the currently MAT period, GfK has reported that 26,000 more units in the digital compact, mirrorless compact with a changeable lens and DSLR categories have been sold compared to the corresponding 2009 period.

“Out of these three areas, compact cameras remain the largest segment with 75 per cent dollar value share,” said GfK business group director Neville Ray. “Mirrorless compact cameras with a changeable lens make up 2 per cent share of the total, but have witnessed the highest growth.

“The area with the highest average selling price is DSLR, which has a 22 per cent value share of the category, and has increased by over $2 million dollars compared to the same period last year.”

Ray said that because the DSLR category’s ASP is over $700, this area is now accounting for more than $1 out of every $5 spent on cameras.

“These facts, coupled with the opportunities for additional sales from lenses, warranties and other accessories, ensure that there is potential for DSLR cameras to help continue to drive this category over the remaining festive season,” Ray concluded.

The figures quoted in this article are from GfK Retail and Technology Australia, Digital Still Cameras, Weekly report (1 November to 12 December 2010).  Excludes MMC, Internet and online channels.

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