Attracted by declining prices and hot deals for larger, greener and flatter LCD-TVs, U.S. consumers are expected to set aside their financial concerns and snap up new sets during the Christmas season, according to iSuppli Corporation.

U.S. LCD-TV shipments are expected to amount to 8 million units in the fourth quarter of 2009, up 7.3% from 7.5 million during the same period in 2008, based on a preliminary forecast. This contrasts markedly with the overall global consumer electronics market, which is expected to suffer a decline in revenue in the fourth quarter compared to same period in 2008.

"iSuppli expects a strong fourth quarter and Black Friday for U.S. LCD-TV sales," said Riddhi Patel, Principal Analyst for iSuppli. "Although most U.S. consumers already have purchased LCD-TVs in the past, low prices now are luring them to buy new sets that have higher quality images and improved features."

Seeing Green on Black Friday

Pricing for premium LCD-TV brands on Black Friday, i.e., the day after Thanksgiving, is set to fall to as low as $299 for some High-Definition (HD) 32-inch sets and to $499 for select 42-inch HD models.

U.S. consumers have shown themselves highly receptive to sale prices for LCD-TVs. iSuppli estimates that 48.1% of all LCD-TVs purchased by U.S. consumers in the third quarter were on sale, up from 39.5% in the second quarter and 37.9% in the first quarter. This trend bodes well for Black Friday sales.

Even beyond the Black Friday deals, falling prices for LCD-TVs in general are encouraging consumers to purchase upgrade or replacement sets. For example, average U.S. pricing for 46- and 47-inch Full HD, 120Hz LCD-TVs in the fourth quarter is set to decline to less than $1,000, the first time this has occurred.

Average pricing for 42-inch LCD-TVs is set to fall to $639 in the fourth quarter of 2009, down from $768 during the same period in 2008. This is spurring increased purchases of 42-inch sets, stealing some market share from the dominant 32-inch size.