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NPD: Expect More Discounted New Releases on Black Friday

19 Nov, 2013 By: Erik Gruenwedel

Could "Man of Steel" be the top-selling disc on Black Friday?

Top-selling disc over the Black Friday week will likely be a discounted new release from earlier this month

Black Friday over the years has been synonymous with entertainment retailers blowing out catalog discs while keeping fresher content priced at a premium. That trend is going away as retailers increasingly lower pricing on recent content, according to The NPD Group.

The research group found that for the week of Black Friday 2011, catalog movies and TV content represented 64% of DVD and Blu-ray Disc sales volume. That percentage dropped to 60% for the week of Black Friday 2012, and is expected to decline further this year.

Meanwhile, new releases from January through July represented about 10% of Black Friday purchases in 2012 compared to 8% in 2011. August releases represented 4% of sales in 2012 compared to 2% in 2011. September to November releases represented 24% of Black Friday sales in 2012 compared to 26% in 2011.

Indeed, the top-selling title during the past three Black Friday sales weeks was released at retail earlier in the month. In 2010, it was Disney/Pixar’s Toy Story 3, released Nov. 2; in 2011, Warner Home Video’s Harry Potter and the Deathly Hallows: Part 2, released Nov. 11; and in 2012: Brave (Disney/Pixar), which was released at retail Nov. 3.

Each of the top-selling Black Friday titles for the last three years saw aggressive discounting. For example, at Target, the DVD for Brave was priced at $10, and at Walmart the BD was priced at $8.96. The year prior, saw the Blu-ray for Harry Potter and the Deathly Hallows Part 2 discounted to $10 at Best Buy.

Timothy Swann, account specialist, entertainment, at NPD, believes Warner’s Man of Steel (released Nov. 12) could be this year’s top Black Friday seller since Universal Studio Home Entertainment elected to release Despicable Me 2 on Dec. 10.

“Maybe Man of Steel will fly high as a result of deep discounting at Amazon and Best Buy — both retailers have a more male-skewing video buyer,” Swann wrote in a blog earlier this year.

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