Better TV technology means fewer returns after big game

A surge in television sales is common at this time of the year as consumers get ready for Super Bowl Sunday. But what’s different this year is there will likely be fewer post-game returns than in the past.

Technology has become so good that more consumers actually end up keeping their purchases, said Best Buy Iwi­lei general manager Sean Oliver. Previously, that was not the case.

"You see a few (returns), but it’s not like a huge amount. In the older days a while back, I would know of people who did that," he said. "These days TVs have gotten so good and the prices of TVs now are so different from the past. They are making a conscious decision to purchase a new TV. All month it’s been customers coming in not just buying basic TVs. People are really spending money."

Retailers say the weeks leading up to the Super Bowl are the second-busiest time for TV sales, just behind the Christmas shopping season.

Two recent surveys, however, reported conflicting results. A survey of 1,200 Dealnews.com readers found that most bought their televisions around Black Friday in November or before Christmas in December. It said that the Super Bowl had little to no bearing on driving TV sales. A separate FatWallet.com poll of 1,000 consumers reported one-third of customers planning to buy a new TV this year said they would do so during the Super Bowl sales.

To entice customers, retailers have discounted the latest high-definition models by $200 or more. They’re also advertising markdowns on everything from furniture to football video games and fan merchandise.

Retail giant Walmart is expecting an increase in TV sales as well as entertainment and food products.

"We do know that customers are looking. The Super Bowl is a good time to upgrade," said Molly Blakeman, a Walmart spokes­woman based in Arkansas, who declined to talk about sales or returns. "Obviously, before the game is the time customers are looking to upgrade, and it’s a great time when we have big deals going on for those items — entertaining items, food items and items to help you clean up from your party."

Jason Taylor, a 22-year-old Kaneohe resident, was shopping Tuesday at Best Buy for a big-screen TV with his wife Jenna, 22, in preparation for his weekend Super Bowl party.

The couple, who recently moved into a new house, were racing to get a couch and TV before the big game. They had chosen a 55-inch high-definition model for $599, $200 less than the regular price.

"A lot of them have real good deals," Taylor said of the different models. "I just got back from training and I told my buddies if I had a TV and couch and everything set up, we’d watch the Super Bowl at my house."