The Mandalorian or Baby Yoda—Which Star Wars Character is Most Popular?

Pattern Data Science

April 26, 2022

There are a lot of popular film franchises out there, but none that have been able to create an unofficial holiday that’s been as popular and enduring as Star Wars Day.

The holiday, celebrated every May 4th — thanks to a pun replacing the iconic Star Wars catchphrase “May the force be with you” with “May the fourth be with you” — was created organically by fans and spread quickly online and through the media.

The first major organized celebration of Star Wars Day took place in Toronto, Canada in 2011, and the holiday has become extremely popular in the years since. Sports teams have celebrated the day with special Star Wars themed uniforms and major brands run special ad campaigns on social media to capitalize on Star Wars fandom.

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 Star Wars day around the corner, we wanted to discover:

  • Does Star Wars Day generate demand for the franchise?
  • Which Star Wars characters see the most online demand on Amazon and when?
  • Does Star Wars Day drive demand for Star Wars merchandise?

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

Does Star Wars Day generate demand for Star Wars?

We started by examining demand on Amazon for a variety of Star Wars related items and terms for each week of 2021. Here’s what we found:

The Star Wars franchise clearly gets a boost on Amazon during the week of Star Wars Day, rising to 10% above the average week throughout the year. It’s not an insignificant bump, but it’s clear that May 4th isn’t enough to bring the weekly demand up to the levels of the year’s other high water marks: The tail end of the Mandalorian Season 2 at the beginning of the year, and the holiday shopping season and premiere of the Book of Boba Fett in December.

But, since we’re examining demand on Amazon, we thought examining Star Wars merchandise would be particularly insightful.

Star Wars Day clearly drives demand for merchandise, but once again, to levels behind the holidays and the excitement that comes with new entries in the franchise.

Which Star Wars characters were the most popular in 2021?

Star Wars is responsible for some of the most iconic characters of all time, so we next wanted to dig even deeper into the data to see which ones generated the most demand, when they’re the most popular, and which ones got the biggest bumps on Star Wars Day.

Let’s start by examining which characters experienced the most demand during all of 2021. Here are some of the top performing terms from our analysis:

Here is where we see the impact of Disney Plus’s smash hit show, The Mandalorian. Baby Yoda was far and away the most popular term, drawing a stunning 243% more demand than the Mandalorian himself.

In third place was the original Yoda, although it’s quite possible that some of those searches were for little baby Grogu as well.

In fourth place was Boba Fett, who not only appeared in the second season of the Mandalorian, but had his own show launched on Disney Plus in December of 2021.

Darth Vader is the first original trilogy character to appear on this list, rounding out the top five.

From there, Kylo Ren and Darth Maul were the most popular characters from the sequel and prequel trilogies, showing the allure of a good villain.

But at the end of the day, it’s Baby Yoda’s world and we’re just living in it.

Which Star Wars characters got the biggest boost from Star Wars Day in 2021?

While there’s no doubting the power of Baby Yoda and the Mandalorian, we wanted to see which characters got the biggest bump from Star Wars Day. To do that, we took daily demand for each character on the week of May 4th and compared it to their average day for the entire year.

It’s no real surprise that the Bad Batch, a scrappy band of Clone Troopers topped this list, as their brand new animated TV series launched on Star Wars Day.

Cuddly favorites Ewoks got the second largest weekly lift, while even Baby Yoda, who is popular year round, got enough of a boost to capture the number three spot on the list.

Star Wars Day clearly has a significant impact on demand for Star Wars characters, as almost every single one in our analysis received at least some sort of increase in demand. Only Boba Fett, who saw the bulk of his 2021 demand come at the end of the year during the launch of the Book of Boba Fett TV series, failed to receive any kind of boost in demand on Star Wars Day 2021.

When is demand highest for major Star Wars characters?

Now that we’ve seen which characters benefited the most from Star Wars Day, let’s close out by examining demand for different groups of major characters to see when demand is highest for them.

2021 started off with sky high demand for Baby Yoda and the Mandalorian, which had just aired its season 2 finale in mid-December 2020. Demand for Luke Skywalker was also up big after the character’s surprise appearance in that finale.

Demand for the Bad Batch surged from basically nothing during the week of Star Wars Day when their new show premiered, then hit a high point midway through the first season.

Boba Fett saw demand surge toward the end of the year with the launch of his show, which premiered on Dec 29th.

Ewoks are a good example of a character who relied much more heavily on Star Wars Day, as the characters weren’t featured in any new properties last year and saw their big boosts come on Star Wars Day and the holiday shopping season.

When we look at the change in monthly demand since 2019, we can see the tremendous impact that the launch of a new movie or TV series has on demand for specific Star Wars characters.

December 2019 brought a surge in demand for Baby Yoda as the character was introduced to the world for the first time. Kylo Ren also received a big boost that month with the release of Rise of Skywalker.

December 2021, however, failed to drive nearly as much demand as the previous two years, suggesting that the Book of Boba Fett, while enough to drive a sizable increase for its title character, wasn’t quite the monumental hit of The Mandalorian or the release of a mainline series movie.

One character who had an interesting surge in demand was for Cara Dune, another character from the Mandalorian.

Demand shot up by over 500% in the weeks following the announcement that Gina Carano, the actress who portrayed the character, was being fired from the show after a series of controversial tweets.

The surge in demand was clearly short lived, however, and has remained at basically zero for the majority of the rest of the year.

How does Star Wars Day impact demand for Star Wars Merchandise?

Finally, let’s take a look at how Star Wars Day impacts sales for the franchise’s merchandise.

Star Wars Legos were clearly the toy of choice when it came time to celebrate May 4th. Demand surged by 80% on the week of April 18th, and stayed around that high through the week of Star Wars Day.

The holiday is so big for Star Wars Legos that it was well above even the holiday shopping season.

Lego Star Wars, which is a popular video game series, didn’t receive nearly as significant an increase as the physical toys it’s based on.

The Millennium Falcon, the most iconic ship in the series, received the next largest bump in demand during the holiday with an 8% increase, a clear boost for that time of year, but one that lagged well behind the holiday shopping season.

Light sabers, another extremely popular piece of Star Wars merchandise, did see demand rise week over week on May 4th, but that holiday is absolutely dwarfed by the demand surge during Halloween and Christmas.

A lesson for brands

Our analysis shows that Star Wars Day is far more than just a silly pun or a made up fan holiday. It’s a day that drives real demand for one of the biggest intellectual properties in the world. Star Wars Day is so big, in fact, that it competes with major events like Christmas, Halloween, and even the release of actual Star Wars movies.

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.

To stay up to date on consumer behavior and ecommerce news, info, and trend analyses, be sure to subscribe to Pattern Insights on the right.

And, 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. May the 4th be with you!

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Global Ecommerce Weekly News: 27th September 2022
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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/)

How an Amazon SEO Agency Should Be Serving Your Brand
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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.

Global Ecommerce: Weekly News (20th September 2022)
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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)