Overall LCD TV sales during the Black Friday holidays were flat due to the conservative attitude of consumers, as well as lower than expected price drops for LED-backlit LCD TVs, further causing inventory levels for LED-backlit models to increase.

Due to high inventory levels, LED-backlit TVs will be the focus of promotions during the year-end holiday sales.

Based on survey data, overall sales revenues on Black Friday increased only 0.3% to US$10.69 billion, lower than the 0.5% growth in 2009.

TV vendors noted that players were conservative about sales targets, and based on current sales, overall sales for the year-end holidays are expected to increase 5-10% on year.

The price drop of LED-backlit models was lower than expected as the price gap between LED- and CCFL-backlit models was expected to narrow to US$50-100 during the Black Friday sales, but the price gap between the two types remained over US$150.

Market sources commented that although inventory levels of CCFL-backlit models was normal in the North America channel, the focus during Black Friday remained on CCFL-backlit models. Pricing for Samsung Electronics' 32-inch model dropped by US$50 to US$329, and prices dropped below US$200 for second-tier vendors. This indicated that vendors did not focus on lowering their inventory levels during Black Friday.