Fans snap up big-screen TVs for Super Bowl

updated 3:15 p.m. ET Feb. 1, 2007

CHICAGO - Mark Smithe admits to a moment of doubt before shelling out $10,000 for a 65-inch high-definition, flat-panel, plasma TV and related gear last week.

The hesitation was brief. He's a Bears fan, after all, and what better way to experience the Super Bowl than to see and hear every Brian Urlacher glare and crunching hit through a system with 2 million pixels and theater-quality speakers?

"It's a little bit of keeping up with the Joneses," said Smithe, one of an estimated 2.5 million Americans purchasing a new television for Super Bowl Sunday, based on results of a recent survey. "Our friends' jaws are going to drop when they see this."

Just buying chip and dip and a 12-pack of beer doesn't cut it for Super Bowl parties any more. If you expect your friends and neighbors to choose your place for the big game, you may have to pony up for a flat-screen TV, digital tuner and surround-sound speakers so they can spectate with quality.

Sunday's showdown between the Bears and Indianapolis Colts is amplifying a high-definition TV buying frenzy that already was under way thanks to a 20 percent to 30 percent drop in prices from a year ago and heavy promotions by retailers and manufacturers.

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"A lot of people want them and they've been waiting for prices to come down," said Mike Gatti, executive director of the Retail Advertising and Marketing Association, which conducted the nationwide survey on consumers' TV buying intentions in early January. "They're still not cheap, but they're starting to get within range of people who are saying 'Gee I'm going to get one now.' "

In Chicago, where the Bears are making their first Super Bowl appearance in 21 years, flashy flat-panel sets are in demand like never before. A surge in business that followed the team's Jan. 21 victory in the NFC championship game generated holiday-sized crowds of customers in the home theater departments of Best Buy stores for days, according to the nation's largest consumer electronics retailer.

Some buyers weren't waiting for installation appointments. Rushing to properly equip their homes for parties, many shoppers said they would stand their flat-panel sets on the floor for the game and get them properly mounted later, according to Mike Obucina, a supervisor at a store on the city's northwest side.

"Because the Bears won, it literally made people say 'I'm done waiting, I'm going to go get my flat-panel TV," he said.

Abt Electronics, a gigantic family-run store in north suburban Glenview, Ill., that claims to sell more televisions than any other single store in the country, sold about 170 large-screen TVs a day in January during a traditionally slow month gone crazy. That made it its busiest month ever for TV sales.

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