In 2011, Nintendo consoles reached a new record breaking sale number when the Wii and DS combined sold over 1.5 million units. Between the 21st of November and 27th of November, 600,000 Wiis were sold while the sale of the DS console reached 900,000 units. Reggie Fils-Aime, US director for Nintendo stated that “US shoppers bought about 9,000 Nintendo hardware systems nonstop for every hour of every day during the week of Black Friday”.
This shows the importance the holidays have for Nintendo as their deals on the new red Wii and DS console bundles sold out quicker than anyone expected. Until now neither Sony nor Microsoft published their figures for this period of the year but for October the Xbox 360 sold over 350,000 units thus becoming the best sold console for the month. These figures really came to back up Fils-Aime’s recent statement in which he said that the importance the holidays have for Nintendo products is a lot larger than for the competing consoles and game systems offered by Microsoft and Sony.
In 2010, over half of the total sales Nintendo reported were during November and December while according to Reggie Fils-Aime Sony’s and Microsoft’s sales from the same time period represented only 40 percent of their yearly sales. This really shows that the general concept and marketing campaign behind Nintendo products is the fact that it is more of an entertainment system for everyone while the other consoles aim to a much more hardcore fan base.
Remaining in the news department and taking a look at the competition of Nintendo, Microsoft and Sony, we face a new marketing strategy from the two giants. Although sales of the Kinect and Move add-ons haven’t been what the two companies hoped they are still claiming that the products will be in short supply during these winter holidays. Both companies have the ability to make sure that there won’t be a shortage of their products yet they are using this as a way of influencing end-users into buying their products. Sony for example shipped over 2.5 million units to the US and Europe but their sales figures are nowhere near those numbers so this again is rather a sneaky move in order to get us buying their addons.
Microsoft on the other hand is keeping the supply low but still making sure that the eBay price of their add-on will not go over the 300 US dollar mark. According to retail sales analyst Michael Pachter “Sony are trying the same strategy as Microsoft with Kinect, making sure that there are plenty of bundles, but controlling supply of the standalone controllers.”
Despite the rather bleak news I brought with myself today I still hope you got your console “fix” and won’t be amongst those still standing in line hoping to get any of the aforementioned devices. Until the holidays are upon us, have a good one!