The Super Bowl is one of the most popular television events in the United States. On Sunday, Feb 2, millions of Americans tuned in to their televisions and watched as the Seattle Seahawks soared to a crushing victory against the Denver Broncos to win the Lombardi Trophy. Understanding the importance of the ultimate viewing experience, many retailers – including the biggest players, Amazon and Walmart – both raised and lowered prices to incentivize consumers to upgrade their living rooms and even barbeques for this big day.
At Indix, we are collecting, analyzing and visualizing the world’s product information with our ever-growing database of products. We looked at how The Super Bowl affected prices, promotions, and assortment for products in a few categories, including Televisions, Home Theater Systems, Streaming Media Devices, Outdoor Grills, Seattle Seahawks Team Merchandise, and Denver Broncos Team Merchandise at Amazon.com, Amazon.com Marketplace, Walmart.com and Walmart.com Marketplace.
We looked at bestsellers within categories from the individual sellers’ websites. At the category level, we tracked products in specific categories within our app. Here’s what we found:
Seahawks and Broncos Merchandising Gear
Richard Sherman Merchandising Gear
Our quick study indicates that:
(a) Walmart’s and Amazon’s bestselling TVs and home theater systems comprise of different brands, and on average, Walmart offered lower prices. The average price on Walmart for TVs in the price range of $250-$2,500 was lowest in the week before the Super Bowl as compared to the beginning of January.
(b) Compared to the beginning of January, the average price for home theater systems carried by Walmart Marketplace sellers decreased in the week before the Super Bowl and remained steady thereafter whereas the average price for home theater systems carried by Amazon Marketplace sellers showed a steady increase in the week before the Super Bowl.
(c) There was an increase in product assortment for Richard Sherman merchandise on Amazon.com Marketplace with an average price increase of 9.2% in the week before the Super Bowl. This is not surprising given Richard Sherman’s popularity in the media after the Seattle Seahawks defeated the San Franscisco’s 49ers on January 19.
(d) Except for Home theater systems and Richard Sherman merchandise on Amazon Marketplace, most product categories, including TVs, Home Theater Systems, Streaming Devices and Best Selling Grills on Walmart, Walmart Marketplace, Amazon, and Amazon Marketplace as indicated below, showed a decrease in the average price in the week before the Super Bowl. A decrease in prices for most products in the week before the Super Bowl can be attributed to retailers trying to incentivize consumers to make a purchase before the big game.
Retailers obviously tried to make the best of the situation as Americans geared up for one of the most exciting sporting events of the year. Combining this with sales data would add another layer of analysis but the current insights allow us a considerable perspective on pricing and merchandising strategies. As always, please let us know if you have any questions, comments or feedback.