By Claire Reilly 

As Australians start to gear up for summer and the Christmas gift-giving period, many will turn to electrical retailers to buy tech accessories and gadgets to put under the tree. So what big categories should retailers be keeping an eye on in the lead up to December?

This year, the camera category is a big push for Panasonic with a number of products across the range being targeted at consumers.

 “A couple of years ago it would have been all about getting a cheap camera out in the marketplace — a $199 camera or a little commodity product, said Panasonic Australia’s GM of marketing, Richard Tassone. “But it’s all very different now. That part of the market is very tough. If you don’t have a product that meets the customer’s expectations or it’s just a me-too, then it’s really difficult to sell. 

“This year, Christmas is all about our tough camera. Our tough camera series is good for anyone active. We’ve had these for years, and they’re going still very strongly. And then we’ve got the other market for people that want a compact zoom camera and sales always pick up over Christmas for that category.”

“Another thing that is going to be really interesting to see is compact system cameras, because that’s the growing section of the marketplace. It’s going to be interesting to see if this will become a gift-buying product. We think it will and we’re going to be looking at this area very positively for Christmas.”

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The mobile market is also booming, and smartphones and tablets are sure to be big sellers this year. Retailers should be looking to build sales with add-on accessories to get the best out of mobile devices, especially for the raft of new Android devices hitting the market and the new iPhone releases. 

“We know the adoption and proliferation of mobile devices is increasing to unprecedented levels,” said Sam Goldstein, manager of marketing and business development at tech accessories brand Kensington. “We expect this trend to continue.

“The best advice is to up-sell with any hardware devices so customers leave the shop floor with accessories attached to the sale. Not only will it deliver a better experience for the customer, but it will significantly boost your retail margin.”

Goldstein said it was imperative for digital sales staff to be fully across the products they are selling, as a lot of less-informed customers are purchasing complex technology for friends and family members.

“Make the shopping experience for your customers as simple and logical as possible,” he said. “By going back to the basics and ensuring that all floor staff are trained up on all the latest information, you’re enabling them to take advantage of sales opportunities during key buying periods.”

As Australians head outdoors over summer, health and fitness gadgets are also expected to get an uptick in sales. According to Winnie Kwan, Asia Pacific senior marketing manager for TomTom, the fitness category is “constantly evolving” with new technology helping runners and sports fiends track their work outs like never before. 

“As Australians become more health conscious, we believe the GPS watch market will only continue to grow,” said Kwan.

Kwan stressed that retailers need to communicate to potential customers that they are the experts.

“Invest in advertising in catalogues and websites, as well as in some key publications and media outlets, to let consumers know you are knowledgeable on the category. It’s also important to ensure all in-store staff are trained up and well-equipped with product and category knowledge.”

Panasonic will be hoping to boost sales of its tough cameras this Christmas, including the DMC-FT5 (RRP $399).

Consumers may not fork out for a new smartphone for Christmas, but add-on accessories such as tough covers make a good lower-priced sale (LifeProof iPhone 5 Fre Case, RRP $79.95).

Fitness products often see a boost over summer. TomTom's Runner sports watch (RRP $199) is available in all grey (pictured) and a black and pink design.