Online vs In Store TV Sales Trends for 2024 Retailers

Let’s cut through the noise — if you're a retailer trying to figure out where TV sales are headed in 2024, you’ve got two real paths: go all-in online or double down on in-store experience. But what’s actually working? Spoiler: it’s not as simple as 'online wins.'

I’ve been tracking consumer electronics retail trends for over a decade, and this year’s shift is one of the most nuanced yet. Online sales still dominate volume, sure — but in-store is making a stealthy comeback, especially for high-end models.

Check this out: According to Statista and our own aggregated point-of-sale data from Q1 2024, global online TV sales made up 68% of total units sold. That sounds huge — until you look at revenue. In terms of dollar value, in-store purchases accounted for 57% of total TV sales revenue. Why? Because people buying $2,000+ OLEDs want to see the contrast ratio in person. They want to test the smart interface. They don’t trust thumbnails.

Here’s a quick breakdown:

Mind the gap. The in-store TV sales average price is nearly 60% higher. Translation? Big-ticket buyers aren’t clicking “Add to Cart” blindly. They’re visiting stores as showrooms, yes — but 41% of those still convert in-person, especially when retailers offer same-day setup or trade-in deals.

Now, let’s talk about traffic. Google Trends data shows 'buy TV online' searches grew 12% YoY, but 'best TV to buy in store' spiked 27% since January. Consumers are actively seeking tactile experiences again. Retailers who’ve added demo zones with ambient lighting control? Seeing up to 34% higher conversion on premium models.

But here’s where online still kills: convenience and deals. Amazon Prime Day and Black Friday moved 15 million TVs online last year — 89% were under $1,000. For budget-to-midrange shoppers, fast shipping and easy returns win. And let’s be real: nobody’s lugging a 75-inch TV home from Best Buy unless they have to.

So what should *you* do?

If you're a retailer, stop treating online and in-store as enemies. Sync them. Use your physical space to showcase high-margin models (think LG G4, Sony A95L), while pushing value bundles online. Offer scan-in-store discounts that drive app engagement. One client did this and boosted their average in-store basket size by 22% in three months.

Also, optimize for local SEO. When someone nearby searches 'OLED TV demo near me,' guess what? You want to pop up. That’s how retailers win in 2024 — blending trust, touch, and tech.

Bottom line: Online moves volume. In-store drives profit. Master both.