"We've seen very strong growth in Blu-ray players this year. It has been a bright spot in a very gloomy industry landscape," says NPD's Ross Rubin. "Nearly all other electronics device categories have been down, such as digital cameras and MP3 players."

Rubin says that $99 Blu-ray players are a virtual certainty on Black Friday, but some retailers may drop the price to $49.

Kindle Wireless Reading Device: $259

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