Press Release: The electronics market is starting to grow slightly again. However, it still does not reach the level of 2022. The data of the retailer DATART indicate that Czechs are slowly becoming more emboldened in their purchases and are once again starting to buy more electronics, also for fun. Global sports events had a big impact on the market this year, which accelerated product change in the TV segment. In the last few months, the shopping behavior of Czechs has been significantly influenced by the weather. The persistent summer heat led to a year-on-year increase in sales of air conditioners, fans and coolers by 31%, while during the floods, interest in pumps, dehumidifiers, lamps and power banks rose significantly.
This year, after a long period of instability and uncertainty, retail trade is slowly starting to stabilize again. According to the latest data from the Czech Statistical Office, in July there was a year-on-year increase in retail sales by 4,5% in real terms. According to statistics, sales of non-food goods increased by 5,9%. However, the rate of sales growth varies quite significantly across individual segments. In stores with computer and communication equipment, for example, sales rose by 0,3% year-on-year. On the contrary, the sales of online and mail-order stores are growing significantly. According to the CZSO, they rose by 17,2% year-on-year.
"In the electronics market, we see a slight growth compared to last year. However, it still does not reach the level of 2022, compared to which there was a noticeable drop last year. Nevertheless, this year with the DATART brand we manage to surpass not only the results of 2023, but also 2022. Our market position is strengthening both in online sales and in traditional stores. This testifies to our ability to effectively respond to changing customer preferences and market dynamics, allowing us to consolidate our position among the leaders in the electronics market.” explains Jan Pospíšil, Sales Director of DATART.
The market is driven by the weather
From the point of view of consumer trends, the last months were very specific, during which the weather played a key role. July and August waves of persistent heat led to a significant increase in demand for mobile air conditioners, coolers and fans. In a year-on-year comparison, DATART in these categories recorded an increase in sales of the order of 31%. Sales of swimming pools and hot tubs also increased significantly compared to last summer.
Torrential rains and extensive flooding in recent days had an equally significant impact on the shopping behavior of Czechs. In connection with them, DATART experienced a significant increase in demand for many product categories. Pumps, dehumidifiers and lamps are currently among the most requested goods. In a year-on-year comparison, sales of power banks almost doubled during this unfavorable period.
"In these tense situations, the fastest possible availability of the necessary goods plays a key role. We are therefore working hard to ensure that it is available in sufficient quantities both on our e-shop and in our extensive network of brick-and-mortar stores." he says Jan Pospíšil.
Sport in the main role
One of the segments in which, according to data from the retailer DATART, there has been a surprisingly significant increase in interest among consumers this year, is televisions. In part, this trend can be attributed to the intensifying competition between manufacturers, thanks to which the prices of high-end technologies are gradually falling. However, according to the fundamental impulse motivating customers to buy new TVs Jan Pospíšil there has been an extraordinary number of major sporting events that have taken place since the beginning of the year.
"This year is really special in that three global sports events took place with Czech participation. This has motivated many sports fans to upgrade their technology to watch sports broadcasts in even better quality. Thanks to the right timing and a wide range of products, we have become the imaginary market leader in the sale of televisions this year." he says Jan Pospíšil.
Where, on the other hand, DATART saw a slight drop in demand is the notebook segment. This despite the relatively significant boom in technologies associated with the use of artificial intelligence tools. In recent months, on the contrary, it has been following the growth of sales of smartphones, wearable electronics and automatic coffee machines. DATART is also currently registering a non-negligible increase in customer interest in the field of entertainment and especially gaming.
"The crises that have significantly burdened the wallets of Czech households in the last few years are slowly fading away, and people are gradually becoming emboldened and reach for products that do not just solve an acute need, but are primarily used for entertainment. With big sales such as Marianne Days and Black Friday coming up and the Christmas season approaching, we expect demand for these products to increase further in the remaining months of the year." estimates Jan Pospíšil.
Discussion of the article
Discussion is not open for this article.
