Are Harry Potter Legos More Popular than Harry Potter Movies?

Pattern Data Science

April 25, 2022

It’s been a decade since the then Prime Minister of Great Britain, David Cameron announced the first official International Harry Potter Day, and Pottermania is just as strong as ever. The holiday, which takes place every year on May 2nd (the date on which the fated Battle of Hogwarts took place), gives fans of the smash hit series a chance to celebrate the Wizarding World all over again.

As the leader in global ecommerce acceleration, we’re constantly analyzing trends in online commerce to help brands understand how various events impact consumer behavior. So, with the 10th Anniversary of International Harry Potter Day coming right up, we wanted to discover:

  • Does Harry Potter merchandise receive any kind of boost during International Harry Potter Day?
  • Which types of Harry Potter merchandise are the most popular?
  • And has the pandemic changed demand for Harry Potter merch?

To find out the answers to these questions, our data science team examined several search terms and categories associated with Harry Potter and analyzed market demand on Amazon over the past few years.

Does International Harry Potter Day drive online demand for Harry Potter?

The first thing we wanted to examine was what kind of impact, if any, International Harry Potter Day has on online demand for all things Potter. To do this, we took a look back at weekly demand for various Harry Potter related categories and items on Amazon U.S. Let’s start with the broadest look possible by examining demand for “Harry Potter” as a general term.

Interestingly, last year it was actually Valentine’s Day that drove the most demand for Harry Potter as a broad term. The week of Harry Potter Day didn’t appear to have any major impact on demand, although there was a slight bump the following week of May 9 - 15.

Demand spiked again in late June and early July, while Halloween and the end of the year also brought surges in demand.

To get a clearer picture, however, we next need to dig a little deeper into some specific Harry Potter categories and items. Let’s start by seeing which were the most popular last year.

When comparing total Amazon demand in all of 2021, “Harry Potter gifts” saw far and away the most demand, 73% more than the next most popular category, the Harry Potter movies.

Harry Potter legos were the next most popular, while merchandise came in fourth, and the books that started it all rounded out the top five.

So did any one of these categories see a big Harry Potter Day boost? Let’s compare the change in weekly demand for each category.

Here we see that none of the top 5 categories received any significant bump during the week of International Harry Potter Day, and only the movies even experienced above annual average demand that week.

All five categories started the year strong, particularly Harry Potter merchandise, and most saw demand slowly decline as winter turned to spring. The books and movies both saw an increase in demand during the last week of June and first week of July.

Unsurprisingly Harry Potter gifts and Harry Potter Lego both rely heavily on the holiday shopping season to drive demand, but the other categories prove that demand for all things Harry Potter remains consistently high most of the year.

Which Harry Potter characters drive the most online demand?

Of course, searches for “Harry Potter” themed items could be about the franchise at large, or about the Boy Who Lived himself, but we wanted to see how some of the other characters from the series stacked up.

Let’s start by comparing total demand for some of the most popular character’s wands, since some say the wand makes the witch or wizard (or the other way around):

Out of the pool of the six wands we compared, “Harry Potter Wand” captured over half of the total demand. This almost certainly includes some people simply searching for wands related to the universe as well as those searching for Harry’s wand itself.

In a strong second place is Hermione Granger’s wand, while the fabled Elder Wand came in at number three, and Ron Weasly’s wand just edged out Professor Snape and Lord Voldemort’s wands.

Taking the same view at character costumes shows once again that the likely mix of Harry-specific costumes as well as broader franchise costumes, put “Harry Potter costume” at a clear #1. Hermione is the second most popular character when it comes to costumes as well, although this time capturing nearly a third of demand.

Voldemort and snape leapfrogged Ron this time, proving more villainous costumes are always in high demand.

And here’s a quick view at the popular Funko Pop figurines shows finally gives Ron Weasley a win, edging out Hermione for second place behind the particularly dominant Harry Potter Funko Pop search term.

Last, but certainly not least, let’s take a look at one of the elements of the Harry Potter franchise that fans connect with the most: the four Hogwarts Houses.

Here we see a fascinating reversal of what you might expect based on the books and films. Gryffindor, home of nearly every major protagonist in the series, including Harry Potter himself, actually saw the least demand of the four houses.

Instead it was Slytherin, the house most associated with dark witches and wizards and all the major villains in the series, that saw the most demand.

Hufflepuff, the house known for good vibes and good friends, edged out the bookish Ravenclaw for second place in the race for the online demand House Cup.

Interestingly, Slytherin’s place on top has been a somewhat more recent development.

From January 2019 through July 2020, Hufflepuff was actually the most popular house. Then, in September 2020, popularity for Slytherin shot through the roof, and has remained consistently the most popular house since.

One thing that hasn’t changed, though, is Gryffindor’s status as the least popular house.

The impact of the COVID-19 pandemic on Harry Potter merchandise

Finally, we wanted to see if the COVID-19 pandemic had any immediate or long-term impact on demand for different types of Harry Potter merchandise. Were people eager to turn to a cozy favorite old series in the early days of lockdown? Or has the series grown less popular over the past couple years?

Let’s dig deeper into the data to find out, starting with a look at Harry Potter Merchandise:

Demand was at its all time highest in early 2019, but dropped off quickly toward the end of the year. There doesn’t appear to have been a major pandemic influence, as that drop came in October of 2019, and stayed consistently low throughout early 2020, getting a significant boost in August, and then again during the holidays.

2021, like in 2019, started the year on a high, only to fall off to a consistent level throughout the rest of the year.

Let’s next take a look at the two biggest elements of the franchise: the books and the movies.

There does appear to be a general year-over-year decline in demand for Harry Potter books over the past 3 years.

In 2020, however, we do see demand pick up in March through May, perhaps as millions of American children found themselves picking up the series while remaining socially distant at home.

2021, meanwhile, saw demand lag far behind each of the previous two years, possibly because readers already picked up their books in 2020.

The movies have seen more inconsistent year over year changes. 2019 was consistently ahead of 2020, while last year saw demand up during the first half of the year, but it dropped significantly in September when the Harry Potter movies became available on HBO Max.

With the series finding a new home on that streaming service, it’s unsurprising that 2022 has seen demand remain at an all time low.

Harry Potter costumes, meanwhile, were clearly impacted by the COVID-19 pandemic. The category relies heavily on Halloween, and 2020, which saw many Americans spending the holiday isolating at home, saw demand down by 41% compared to 2019.

2021 saw demand rebound significantly, nearly matching 2019’s pre-pandemic levels.

Another Harry Potter category that was impacted even more heavily by the pandemic?

Puzzles:

Demand for Harry Potter Puzzles exploded in the first months of lockdown. March 2020 saw demand rise by an astounding 216% compared to March of 2019, and April was no different, with demand up by 200% compared to the previous year.

By June demand had settled somewhat, but it remained above 2019 for the rest of the year.

A lesson for brands

From our data, it doesn’t appear that International Harry Potter Day drives massive demand for Harry Potter merchandise, but that doesn’t mean there isn’t room for the holiday and other days to drive big demand for the franchise.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)