Sales during November and December were marginally up at Camera House compared to 2018 with an increased focus on Black Friday bringing Christmas early.
In preparation for Black Friday, the retailer focused on an omni-channel approach with customers expecting Black Friday sales both online and in-store, national marketing manager, Kieran Gallagher told Appliance Retailer.
“A few years ago, retailers had the option to involve themselves or not in Black Friday but now they simply cannot afford not to participate,” he said.
Top selling products were big ticket items such as mirrorless full frame and DSLR cameras and accompanying lenses. “There was also an increased focus on gifting, memory preservation and travel during the Christmas buying period.”
Sales for the first couple of weeks of the New Year are down on 2019 due to soft consumer sentiment and the impact of the bushfires which has affected discretionary spend on hobby-like photography. “However, this has been balanced by consumers thinking about what they would save if the fires came to their homes and family photos are at the top of the list.”