Super Bowl Sales Are Best Time to Buy New TVs in 2016

Annual study from reports 1 in 4 will buy new TVs this year as 4K UHD and streaming TV programming vie to become the norm in American households

Jan 19, 2016, 07:00 ET from FatWallet

BELOIT, Wis., Jan. 19, 2016 /PRNewswire/ --, where millions of online deal hunters go to stack coupons with cash back, announced results from its annual TV Buyer Survey* (TNS) revealing 26% of Americans will buy a new TV in 2016 (that increases to 40% for those with children and 35% for those under age 30). Of those, the study reports 25% will buy a new TV during Super Bowl sales, topping 18% that said they'll wait until Black Friday to buy a new TV. Also, nearly half that buy TVs this year will purchase their first 4K and almost one third said they now stream the majority of their TV programming (up 21% from a year ago).

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Key Results (of those that said they will purchase a new TV in 2016):

  • 1 in 4 will buy a new TV during Super Bowl sales (up 47% from 2015), 18% will buy during Black Friday (down 40% from 2015), 4% during Cyber Monday and 7% during December sales. (Note: The remainder said they will buy TVs during other times throughout the year.)
  • More than half (55%) plan to spend $500 or more on a new TV this year (64% for those with children), 27% will spend $700 or more (35% for Baby Boomers) and 45% will spend less than $500 on a new TV (63% for those under age 30).
  • Of the one quarter of consumers that will buy new TVs this year, nearly half (46%) will buy their first 4K TV, while only 4% said they already own a 4K TV.
  • 3 in 10 now stream the majority of TV programming (that increases to nearly 70% of those under age 30, which is up from 43% from 2015). In total, 64% still use cable as a main resource for TV Programming (up 5% over previous year).
  • While 41% want new 55" or bigger TV screens, 43% want new mid-sized screens (40-54"). Only 5% said they will buy TVs 70" or bigger (that jumps to 9% for those under age 30).
  • Nearly half surveyed (46%) say "price" is most important when making TV purchases (60% for those under age 30). "Features" came in second at 36%, while 18% said "brand" most influences their purchase (up 38% over previous year).

While in-store purchases remain the highest, 1 in 4 will buy their new TV online or via mobile this year (30% of males vs. only 18% of females). "Consumers are getting more comfortable buying their big screen TVs online," stated Brent Shelton, FatWallet online shopping expert. "Early Super Bowl sales offer shoppers an opportunity to save an average of 20% or more on high-end TV clearance in January, and get them delivered in time the Big Game." FatWallet features the most current coupons and discounts from hundreds of top retailers, with the bonus of cash back on thousands of electronics, home theater and TV deals, throughout the year.

FULL Results: 2016 TV Buyer Survey (

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*The national survey conducted online by TNS on behalf of in January 2016 was fielded among 1,000 adults ages 18 or older. For additional survey data and TV trends, please contact:


SOURCE FatWallet