2019 Video Game Console Holiday Offers What promotional tactics did major retailers use to drive traffic to video game consoles during holiday 2019?
©2020 Numerator • Confidential Prep for an unusual holiday season.
The 2020 holiday season is going to look different this year, for all the obvious reasons. Layer in several new console launches, and you’ve got a recipe for uncertainty. To help bring clarity, Numerator reviewed past holiday promotional offers—with a targeted look at the Nintendo Switch launch in 2017—to better understand retailers’ holiday promotional strategies, and specifically how they promote new consoles during the holiday season.
©2020 Numerator • Confidential Console Bundle Summary Holiday 2019
BEST BUY TARGET WALMART • Free 3-Month Xbox Live Subscription w/ • $100 Off PS4 1TB Bundle • Special Buy $199 PS4 1TB Bundle purchase of Xbox One X 1TB Jedi Fallen • $100 Off Xbox One S Bundle • Special Buy $349 Xbox One X Gears 5 Bundle • Free $40 Gift Card w/ purchase of any Bundle • $100 Off purchase Xbox One S Xbox One Console • Special Buy $299 Nintendo Switch w/ Mario • $100 Off purchase of PS4 Last of Us • Free Mario Kart 8 Deluxe game w/ Kart 8 Deluxe Remastered Bundle purchase of Nintendo Switch • Save $100 Xbox One S 1TB Jedi Fallen • Free screen protector w/ purchase of Bundle Nintendo Switch Super Mario Kart Deluxe • Special Buy $149 Xbox One S Digital Bundle Download Bundle
GAMESTOP KOHL’S MEIJER • Save $100 on PS4 1TB Bundle • $105 Kohl’s Cash + $150 Off purchase of • Hot Buy $299 Nintendo Switch Mario Kart 8 • Free $25 Gift Card w/ purchase of Nintendo Xbox One X NBA 2K20 Bundle Deluxe Bundle Switch • $60 Kohl’s Cash + $100 Off Xbox One S • Save $100 PS4 Slim Greatest Hits Bundle • Save $100 + free $25 Gift Card w/ Jedi Fallen Bundle • Save $100 PS4 Pro 1TB Console or Bundle purchase of PS4 Pro 1TB • $60 Kohl’s Cash + $100 Off PS4 Slim 1TB • Save $100 on Xbox One S Console or • Save $150 on Limited Edition Xbox One X Fortnite Neo Versa Bundle Bundle NBA2K20 Bundle • Save $150 on Xbox One X 1TB Jedi Fallen • Save $100 on Xbox One S All Digital Bundle Bundle • Save $100 on Xbox One S Jedi Fallen Bundle
Source: Numerator Promotions Intel Top Console Bundles Holiday 2019
BEST BUY TARGET WALMART GAMESTOP KOHL’S MEIJER
Source: Numerator Promotions Intel Revisiting the 2017 launch of Nintendo Switch How was the console promoted in its first Holiday Shopping Season and how has promotional pricing for Nintendo Switch been trending since its launch? Nintendo Switch launched to market in early 2017, and was the second most- promoted console during its first Holiday Shopping Season
Weekly Trend of Video Game Console Ads by Brand 12M Ending June 2018 Microsoft Nintendo Sony All Other
70 Nintendo Switch saw the biggest spike in 60 ad support among consoles in late October 2017. Retailers could follow this pattern with the launch of the Xbox Series X and 50 PS5, with plenty of early-season deals.
40
30
20
10
0
Source: Numerator Promotions Intel 6 Nintendo Switch was on the market for a full year before retailers started offering meaningful discounts on the console, and it took a full 2+ years (Holiday 2019) to see significant discounting below the $299.99 price
Promoted Price Trend by Month, Nintendo Switch + Switch Bundles Most Frequent Average 30M Ending December 2019
$400.00
First discounts Broader discounting $350.00 below $299.99 across retailers
$300.00
$250.00
$200.00
$150.00 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2017 2017 2017 2017 2017 2017 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2018 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019
Source: Numerator Promotions Intel 7 Win the holiday season with Numerator’s Promotions & Pricing Solutions
Omnichannel Promotional Insights A single source for how your retail partners are promoting your products vs. your competition across circular and digital media channels.
Real-Time Pricing Intelligence Fully-automated online price monitoring, with hourly pricing & stock updates across 5,600+ retailer websites, including third-party marketplace sellers.
Unmatched Speed Numerator provides the industry’s fastest, most comprehensive visibility into omnichannel promotional and pricing activity. For more information on Numerator’s full suite of solutions, contact us at [email protected]