2022.03.16
Which month do the industry's products sell best?
In 2021, a new month is emerging as the best sales month. Not surprisingly, it is November that both the supplier and retailer levels have had the strongest sales.
November has taken over as the month of the year where supplier companies (sell-in) and retailer level (sell-out) prove to be the absolute strongest for both distribution levels in 2021. The trade council HUI Research, which measures sales at the retail level, combines sales that take place within the electronics and white goods trade in its statistics. APPLiA's figures only concern our own industry products, but a comparison in the seasonal distribution between them is still particularly relevant.
The fact that the strongest month is November is perhaps no big surprise, but it is still an indication that Black Friday/Black Week and the early purchases before Christmas already in November had real power at the end of last year. We all remember how we were warned that there would be shortages of goods for Christmas and we were urged to buy Christmas gifts with electronic content and electrical function early to avoid being left empty-handed on Christmas Eve.
In addition to Black Friday, November also contains several other shopping-promoting 'happenings', such as Father's Day and Singles Day. For suppliers, the month of November is also important for selling December needs to retailers.
July and Christmas month are different
Naturally, deliveries from suppliers are somewhat earlier in the time phase during the autumn when sales to retailers' peak months of November and December fall. Therefore, retailers have a somewhat more even distribution of sales over the year than the supplier companies show. For example, if we look at the month of July, it is really tough for retailers and becomes one of the top 7 months of the year, while suppliers seem to be on holiday and show their weakest month of the year in July.
The peak in December is also stronger at the retailer level, quite logically, than at the suppliers who have already delivered the majority of the need for, for example, household appliances and other industry products for the Christmas sales in November.
Kent Oderud, Chairman of APPLiA
