Christmas will be hard this year for Dixons Electrical

Next week’s results from Dixons Electrical will show failing demand for large electrical appliances such as LCD TVs, plasma TVs and computers.

Owner of PC World and Currys, Dixons Electrical are likely to show decreased sales from the first half of the year after lowering prices to compete with the likes of Amazon and TV’s Direct.

Dixon Electrical shares have been failing in value over the last couple of years due to unexpected losses and a hard economic climate driving prices down and making consumers save every last penny.

The current trend for electronic consumers looking for products like LCD TVs is to aim for the cheaper end of the market, forgoing the extra features such as 3D and built in-internet as they add significantly to the price but are not often used in most households.

The Christmas period and January sales will be very telling for Dixons Electrical and will give a strong inclination as to what may happen in the year ahead.