As Holiday Season Approaches, Retailers Stock Up on Giant TVs
For many television enthusiasts, bigger is becoming increasingly better. Gone are the days when a 65-inch TV was considered an impressive size. This holiday season, manufacturers and retailers are introducing massive televisions that exceed 8 feet in width—larger than most three-seat sofas or king-sized beds. Although supersized televisions only made up 1.7% of all TV sales revenue in the U.S. during the first three quarters of the year, market analysts believe that this growing trend will provide a bright spot amid a generally sluggish television market.
According to market research firm Circana, 38.1 million televisions sold this year measured at least 97 inches wide, representing a remarkable tenfold increase compared to the same period last year. Best Buy, the largest consumer electronics retailer in the United States, has doubled its inventory of large-screen TVs, offering 19 different models that range in price from $2,000 to $25,000. These TVs are now showcased in about 70% of their stores. “This segment has really taken off this year,” said Blake Hampton, Best Buy’s senior vice president of merchandising.
Analysts attribute this surge in demand to advances in technology and significantly reduced prices. The average cost of TVs measuring at least 97 inches has dropped to $3,113 this year, down from $6,662 last year. Samsung, a leading South Korean electronics manufacturer, debuted its first 98-inch TV in 2019 with an astonishing price of $99,000; it now offers four models starting at just $4,000.
Anthony Ash, a 42-year-old business owner from Bristol, Wisconsin, recently upgraded to a 98-inch Sony TV for around $5,000, excluding installation. This new television replaced an 85-inch model in his spacious great room. Ash now owns 17 TVs, some of which are used to display digital art. “The price was affordable, so we thought, ‘Why not?’ A larger screen really enhances the viewing experience,” he explained, noting how having a TV the same size as a person helps immerse viewers in the action.
Another factor fueling the demand for larger screens is the increasing amount of time people spend watching content on their smartphones and tablets. While overall TV sales revenue dipped by 4% this year, the number of units sold increased by 1%. Most consumers only purchase a new TV every seven years, but when they do, they tend to opt for larger models, as noted by Rick Kowalski, senior director of business intelligence at the Consumer Technology Association. Over the past 15 years, the average size of flat-panel TVs shipped to U.S. retailers has grown by approximately one inch each year.
The pandemic significantly accelerated this trend, as people spent more time at home. In 2021 and 2022, the average screen size increased by two inches each year, with 85-inch models becoming more popular. The shipments of 98-inch TVs are on the rise this year, and models as large as 110 to 115 inches are now available on the market.
With improvements in resolution and picture quality, it has become easier for manufacturers to produce larger screens. Best Buy’s Hampton highlighted that giant TVs allow viewers to watch multiple shows simultaneously, enhancing the overall viewing experience. “With a large enough screen, you could fit four 48-inch displays on it,” he added.
To keep up with consumer preferences, manufacturers are introducing new features. For instance, Samsung’s latest 98-inch models include technology that analyzes the content being viewed to enhance sharpness and reduce noise, improving picture quality across the board. James Fishler, senior vice president of Samsung’s U.S. home entertainment division, noted that watching TV is increasingly becoming a shared experience. “People want to host watch parties or create a cinematic atmosphere at home,” he said.
Retailers like Walmart, Sam’s Club, and Abt Electronics are also expanding their TV offerings to meet the rising demand for oversized models. However, experts caution that these colossal TVs are beginning to compete with traditional home theater projectors, which typically project images ranging from 100 to 120 inches.
Although the market for supersized televisions is growing, it remains somewhat niche. Jon Abt, co-president of Abt Electronics, remarked, “Not everyone has the space for such large TVs.” Before making a purchase, potential buyers should ensure that a 98-inch TV will fit in their homes. Best Buy’s Geek Squad assists customers by verifying whether delivery routes, including stairwells and entryways, can accommodate such large items.
For those concerned about viewing distances, the recommended distance for a 98-inch TV is just 6 to 12 feet from the seating area. Samsung’s Fishler advises consumers to multiply the diagonal size of the TV by 1.2 to determine the ideal viewing distance.
As retailers gear up for the holiday season, the question remains: how much larger can televisions get?
