Online holiday sales of DVDs are setting new daily sales records at DVD Empire, the pioneering online retailer of DVD according to company president Jeff Rix. On Monday, November 29, the first business day following the Thanksgiving weekend, the online retailer reports an astonishing 2,327 DVDs sold, representing single-day gross dollar sales in excess of $47,000.
The figure represents a jump of 104% in Dollar volume over average daily sales for the comparable week one year ago ($23,000). It beats by seven percent the previous one-day DVD Empire sales record of 2,218 units on Monday, March 22, following the privately-held e- tailer’s introduction of a new, “Everyday Low Prices” policy under which most DVDs are sold at 30 percent off list (For example, a $29.98 list-price DVD such as “South Park: Bigger, Longer, & Uncut,” sells at DVD Empire for $20.95). When the final November 1999 tally is in, Rix predicts that monthly sales will top 38,000 units, beating the previous record of 35,619 DVDs set in March 1999.
“I expect our experience to be a barometer for the online DVD sales industry,” said Rix. “All DVD Empire sales are online. In addition, we have not “tainted” the measurement with any unusual sales or promotions this season. So I think our numbers will be pretty good in establishing industry trends.”
Rix gives a lot of credit for his DVD sales jump to sales of computers with DVD drives. “The industry forecasts about 4 million installed DVD players by the end of 1999. But when you add DVD drives in computers the number jumps to something like 10 million. A lot of them have jacks for cables to plug into the S-video inputs of high-end televisions.”