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 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)