Digital TV switch creates opportunity
Ray Allegrezza, Editor in Chief -- Furniture Today, 11/10/2008 12:00:00 AM
There's an old saying that suggests that whenever a window closes, a door opens.
Based on current economic realities, I think it's safe to conclude that our industry is more than ready for that door to swing open and swing our way.
The good news is that I believe I hear opportunity knocking. In this case, I think it will officially manifest itself in February, when U.S. television stations pull the plug on analog signals and begin to broadcast in digital.
I suspect this move will prompt consumers to not only become more aware of their television sets, but also will focus their attention on home entertainment.
Even without the February deadline looming, a number of observers have noted that as the economy continues to weaken, consumers are responding by spending more time at home, and often filling large blocks of that time watching television.
In fact, the indication that consumers are hiving was confirmed by a recent online survey conducted by Jupiter Research and PricewaterhouseCoopers. It found that consumers went out to the movies 32% less often, went out to eat 27% less often, vacationed 44% less, drove 63% less and shopped 60% less.
Let's face it: When times are tough and money gets tight, people historically look for inexpensive means of escape. For lots of consumers, staying at home watching the tube has been the way to go.
And even with more and more shoppers watching every penny, the steadily falling prices for sleek and sexy flat-panel television sets are tough to resist.
I was pleased to see how many exhibitors at the recent High Point Market had introduced furniture to support this growing opportunity. In addition to scores of new TV stands, entertainment armoires and flat-panel TV lifts, exhibitors did a nice job of bringing out new home theater and entertainment seating, including some very exciting personal entertainment chairs that were driven as much by integrated electronics as they were by fabric and frame.
Why wait until February to reach out to your customers about new opportunities in either home theater or home entertainment?
Establish yourself now as the destination store for home entertainment. The reception just may surprise you!
