Online holiday sales of DVDs are setting new daily sales records at DVD Empire, 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. 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.”
Unique among the major online DVD retailers, DVD Empire has avoided costly “real estate” deals with Web portals preferring to rely on a mixture of “Everyday Low Prices,” guaranteed availability of overnight delivery of virtually every DVD ever issued, and a pro-active customer relations campaign. Rix’s strategy has paid off. DVD Empire, alone among its major competitors, has recorded a profit every quarter since it opened for business in the Spring of 1997.