By James Chevrette
A CEoutlook poll of 12 volt dealers found retail sales overall for December were mixed with the largest increases in sales reported at about 10-20 percent over December 2023.
Weather played a large role in winter 2024 sales, with most regions of North America recording warm temperatures through December. This cut into the remote start season, however it extended the traditional amplifier and head unit season.
Some retailers said sales picked up just following the election, while others said consumers are waiting to see if inflation subsides before spending on larger discretionary items.
While some larger stores such as Columbus Car Audio, OH and Freeman’s Car Stereo, NC were down for December, we found a number of independents who fared well.
Michael “Biscuit” Bischoff of Traffic Jams Motorsports, GA told us “We are booked up with large projects going into the New Year with no signs of slowing down. Our focus isn’t the remote starter season.”
An interesting observation came from Mark D’Elia from SoundFX, RI. “Gift card sales are up, this makes it hard to accurately show December’s numbers. But it all works out in the end regardless.” D’Elia also talked about home audio (custom installation) being strong in December and heading into January.
Remote start carried the day at Sudbury Car Audio, Canada. “We are going absolutely crazy with remote starts, this is our first year in this category!” We could hear the smile through the phone from Conrad Leduc.
John Muller of Laketown Speed and Sound, UT told us about an exciting amplifier promotion, that involved strategically partnering with a supplier that paid dividends on his sales floor in December, increasing business by over 9 percent. We will be sharing this story with you shortly.
On the other hand, Columbus Car Audio said December was “rough” and its two stores finished the year down five percent below 2023. Todd Hays said an election rebound hasn’t hit yet. “From what I read, people are over-extended and credit card debt is at an all time high. I just think people are struggling right now.”
Seven-store chain Freeman’s Car Stereo, NC said the fourth quarter was challenging and December was off by about 10 percent. “It got very busy toward the end of the month,” said Dave Wall. “The Christmas sales season gets to be shorter and shorter over time. December was better than September, October, and November.”