By Patrick Avenell

The average sell price of a flat panel TV fell below the psychological $600 barrier in the lead-up to Christmas, contributing to an overall decline in value of the AV/IT segment of around 25 per cent, according to Macquarie Securities Group consumer analyst Rob Blythe.

Holding their positions amongst widespread discounting in pre-Christmas period and Boxing Day sales were whitegoods and cooking appliances, while seasonal appliances were down by around 30 per cent due to the very mild summer experienced in major population centres.

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“The overall AV/IT segment declined by around 25 per cent in December, driven primarily by flat volumes with value destruction via price deflation,” Blythe said. “The average sell price of a flat panel fell below the $600 mark in December with private label TVs capturing approximately 40 per cent share of the market.

“Whitegoods and cooking declined by 5 per cent while seasonal appliances were more than 30 per cent down on the price comparable period due to poor weather.

Blythe highlighted Apple’s performance in the consumer electronics industry, singling it out as a source of growth for retailers.

“Apple products continue to be the highlight, with iPad 2, MacBooks and Apple TV core sellers into Christmas.

“While performance varied by vendor, Apple sales grew by at least low double digits for Christmas.”