Nikon #1 in Full Frame Camera Sales During 2017 Holidays

Nikon’s monster D850 DSLR made a huge splash after it was announced in August 2017 and became the first DSLR to receive a score of 100 at DxOMark. Nikon soon apologized for the D850 getting sold out before it was even launched, and it seems the crazy demand held strong: Nikon actually became the #1 best selling brand for full frame cameras during the important 2017 holiday season in the United States.

That placement is according to the market research company The NPD Group, which was the same firm that announced that Sony had become the #2 brand for full frame cameras back in early 2017.

NPD found that Nikon placed first in both market share and revenue in December 2017 for sales of full-frame digital interchangeable lens cameras. The surge was reportedly due to the “overwhelming success” of the D850 as well as a strong showing by the D750. These two cameras were the top-selling models among all full-frame interchangeable lens DSLR cameras.

And compared to December 2016, Nikon had double-digit growth in both units sold and dollars pulled in from full frame cameras (81% and 88%, respectively).

The holiday season around December is a crucial period for camera companies, as they can generally sell as many cameras in one month as they do in the three months spanning January through March, NPD says.

“Nikon has returned to an emphasis on high-end products for advanced and professional users,” says Nikon President and CEO Bo Kajiwara. “These users appreciate Nikon’s full-frame offerings because of their amazing image quality, reliability, low-light capability and high-speed performance. Nikon is an innovative, diversified company with a clear, long-term strategy to thrive into 2018 and beyond.

“We want to sincerely thank our customers and our fans for making this achievement possible.”

Image credits: Blue ribbon in header illustration by