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A snapshot of iTunes gift card discounts at Australian retailers Jan 2010 – Sep 2013

If you saw my post on Facebook last week, you would be aware that I was intending to produce a report for anyone who was interested detailing the patterns of when iTunes gift cards go on sale.

Whilst working through it I realised that because 2013 hasn’t finished yet, I didn’t have a full set of data to work with. So I have decided to postpone the full analysis until January. But for those others who love spreadsheets and stats, I’m happy to present some interim findings.

DISCLAIMER: The following is based off 364 deals dating between 04/01/10  and 27/9/13. I don’t profess to have listed every single deal, but I’m pretty certain I have the most complete list outside of people within the industry.

Top 5 retailers (by quantity of deals)

1. Target Australia, 49 deals, average discount 17.8%
2. BIG W, 39 deals, average discount 22.7%
3. Dick Smith, 36 deals, average discount 21.4%
4. Harvey Norman, 27 deals, average discount 28.5%
5. JB Hi-Fi Official, 25 deals, average discount 20.2%

Top 5 retailers (by average discount, min. 10 deals)

1. Harvey Norman, 27 deals, average discount 28.5%
2. Coles, 17 deals, average discount 24.9%
3. The Good Guys, 13 deals, average discount 24.6%
4. Big W, 39 deals, average discount 22.7%
5. MYER, 22 deals, average discount 22.3%

Average discount by month

Jan – 21.1% (4.25 deals on average per year)
Feb – 20.4% (5.25 deals on average per year)
Mar – 21.6% (12.25 deals on average per year)
Apr – 23.8% (7.75 deals on average per year)
May – 23.4% (6.75 deals on average per year)
Jun – 22.3% (8.5 deals on average per year)
Jul – 20.4% (7.25 deals on average per year)
Aug – 20.8% (7.75 deals on average per year)
Sep – 24% (6.5 deals on average per year)
Oct* – 19.4% (8.6 deals on average per year)
Nov* – 22% (12.3 deals on average per year)
Dec* – 22.3% (12 deals on average per year)

*Only 3 years of data available

But are things changing? Sadly…yes

Target

  • 2010 – 12 deals, avg. 20%
  • 2011 – 15 deals, avg. 19%
  • 2012 – 12 deals, avg. 15.3%
  • 2013* – 10 deals, avg. 17.1%

Big W

  • 2010 – 7 deals, avg. 23.1%
  • 2011 – 12 deals, avg. 24%
  • 2012 – 12 deals, avg. 23%
  • 2013* – 8 deals, avg. 20%

Dick Smith

  • 2010 – 6 deals, avg. 22%
  • 2011 – 9 deals, avg. 22%
  • 2012 – 12 deals, avg. 21%
  • 2013* – 9 deals, avg. 21%

Conclusion

My gut feeling so far is that the quality of deals is indeed declining. The quantity is still there, but the average discount offered by the bigger retailers is falling. Let’s all hope for a great November & December this year and a return to the good old days!

If you found this post interesting or you have any general comments/feedback, please post them below.

Cheers,

Rowan

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