One-time-use camera sales post double-digit growth in '97

Discount Store News, Feb 9, 1998 by Dawn Wilensky

One-time-use cameras may no longer be the hot new thing in the photo department, but the fact that the category continues to experience significant growth proves that it's no flash in the pan.

Sales grew to an estimated 89.3 million units in 1997, up 24.5% from 71.1 million units in 1996, according to the Photo Marketing Association. In the previous two years, sales of one-time-use cameras grew by 32%.

Discount stores have captured the largest percentage of business, with 32.2% of consumers visiting these outlets to purchase one-time-use cameras over the past 12 months. This compares to 22.2% at drugstores/pharmacies and 14.7% at supermarkets, according to the 1997 PMA Consumer Photographic Survey.

The discount segment has also relied on private label as a means of securing margins higher than those generated by leading brands. In fact, nearly all of the national and regional chains stock their own brands in order to provide a cross-section of pricing that appeals to a wide consumer demographic.

The typical customer who purchases one-time-use cameras is described by the survey as a younger, more educated person with a higher income who lives in the suburbs and has young children living in the household. In addition, 23.4% of pictures shot with one-time-use cameras are taken by children under 18.

Consumers are drawn to the format primarily because it does not require the decisions (film speed, number of exposures) that need to be addressed when purchasing traditional 35mm film.

The scope of the business has been expanded over the past few years as formats such as panoramic, telephoto and underwater have been added. In fact, panoramic and telephoto both increased slightly in 1996 and underwater cameras more than doubled during the same time frame, according to the survey.

Another scope of the business that's getting attention are one-time-use cameras in specialized packaging for weddings, birthdays and other special events. The advantage for retailers is that once the season or holiday is over, the sleeve can often be slipped off and all that remains is a salable camera. One of the most inventive twists on this theme comes from Boca Raton, Fla.-based PSI Industries, manufacturer of the Message Camera. The camera model has a message index printed on the camera body listing the messages and their exposure order. These allow users to orchestrate their shots based on the message that will be imprinted on the next print.

The next target for growth: the Advanced Photo System. At this month's Photo Marketing Association show, several innovative products will debut. New from Kodak is the Advantix switchable flash camera, which enables the user to choose between two of the Advanced Photo System's three print formats--the "H" format (4x7) and the "P" format (panoramic). The camera also features "fast flash," which charges in as little as two seconds with a single push of a button.

Flexibility is also a key feature of Fujifilm's new one-time-use APS camera, the Smart QuickSnap Multi-View. It offers three print formats: 4x6, 4x7 and panoramic. The company will also showcase its Fujicolor QuickSnap Super Slim and Super Slim Flash one-time-use APS cameras. This spring, the company will be offering a new flat rate for processing and printing of APS film. The new rate will cover APS film, including printing of all three formats and the index print.

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