Less than two weeks before the debut of the Uruguayan team in the 2022 World Cup, fans as consumers transfer the World Cup fever to commerce. The smart tv They are, without a doubt, the star of the last month in terms of number of sales. In fact, the e-commerce Mercado Libre managed to place 20 televisions per hour during this Mondaythe first day of the Cyber Monday discount days, a commercial event that, without a doubt, strengthened the impact that the World Cup had on local commerce.
Also, during the month of October sales records were broken on the platform after the growth in the placement of 55 inch televisions by 670% during that month. Likewise, the sale of 65-inch televisions has increased fivefold so far this year compared to the same period in 2021.
For his part, the head of Consumer Electronics of Samsung Uruguay, Ignacio Deagostini, told Coffee & Business: “Lately we have noticed a tendency to what we call ‘upscaling‘, which is the growth in inches. This growth in inches, as part of the moment we are experiencing, motivates the consumer to acquire high-end products and simultaneously, an interest in obtaining better technology compared to other years.
The best-selling models by Samsung in the local market are the smart tv with 75 and 85-inch ultra HD technology, a model that “is currently achieving sales records,” said Deagostini. This line is followed by the 55 and 65-inch ultra HD televisions. And the 55-inch neo QLED smart tv closes the top three.
The premium segment, made up of ultra HD, QLED and neo QLED TVs larger than 65 inches, had a 50% year-over-year growth.
“The Frame is also another of the models that has had a great increase in sales. It is more than a television, it becomes a picture when it is turned off, combining technology and design in the same product”, concluded the executive of the technology company in Uruguay.
From Multi Ahorro Hogar it was explained that the TV and audio category registered a growth in sales of 30% compared to the same period in 2021. The products of its own brand Hometech “are performing very well,” said the Marketing coordinator, Paula Rachetti. The executive also explained that they are carrying out several actions focused on the next World Cup and that the dynamism in sales as a result of that event is already being felt.
“We have a great variety to see the 2022 World Cup. Among the proposals offered by Multi Ahorro is the smart tv LG 65-inch ultra HD ($999 plus customer price), Samsung 55-inch qled TV with 4K technology ($1,199 plus customer price).”
Due to the World Cup, part of the Multi Savings proposal in smart tv They have an extra 20% discount with Banco República (BROU) cards until November 20.
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Smart TVs broke record in internet sales
Tractive force
With the exceptional performance in sales of televisions through the Internet, the consumption of items linked to these household appliances was also enhanced.
According to Mercado Libre, the accessories related to the smart tv -What supports, digital television antennas or satellite dishes— and accessories for the living room —What racksfurniture and armchairs— grew in searches between 5% and 20% compared to August this year.
In this sense, Divino’s Commercial Manager, Federico Durán, expressed in an exchange with Coffee & Business that “The level of billing in terms of televisions has experienced a growth of around 300% during October compared to previous months.”
Two years ago this company added televisions, audio and computer items to its menu of offers. The growth in the purchase of these products leveraged the consumption of armchairs, sofas —with prices starting at $8,000—, racks and TV tablesin particular.
Within the framework of the World Cup, Divino carried out the “World Cup promotion”. This initiative consisted of giving the customer a television if he bought an armchair whose price exceeds US$2,000. “It had an impact that exceeded what we had projected and it sold out in a few days,” said Durán.
FIFA
Qatar 2022 World Cup Ball
T-shirts and balls, the other star items
On the other hand, the world’s products in the category merchandise they are part of the flagship purchases of this time.
In this sense, Mercado Libre reported that the terms “Uruguay Shirt” and “Uruguay Qatar 2022 Shirt” are in the first positions of the search for the Football category. At the same time, the terms “Pelota Mundial 2022” and “Pelota Qatar 2022” also grew to be among the most searched terms in that category in the last month.
According to the platform, Uruguay shirt sales multiplied by three only on Monday, November 7 compared to last month’s average. Finally, ball consumption increased 132% also during that Monday on the electronic sales platform.
