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February 2013 Data Released on 03.15.2013Bargain Offers Lead Flash SegmentFlash retailers are living up to their claims of offering wines at discount prices. In the past 12 months through February, a quarter of the 5,366 wines offered had a flash price of less than $14.99. Adding in offers for wines less than $20; the share of value wines grew to 51%. The $20 to $30 segment accounted for 25% of all offers, but at prices higher than $30 the number of offers plummets.
Flash Reseller Offers » Month 12 Months February 2013 385 -7% 5,366 19% February 2012 416 4,494
Compared to the data for the 12 months through February of 2012, flash sites are offering more wines for less than $20. That segment’s share of total offers grew from 45% to 51%. Only wines priced over $50 saw an increase of 369 to 484 offers that resulted in that segment’s share growing from 8% to 9%. The number of offers for wines priced $30 to $50 stayed flat compared from 2012 to 2013.
Wines Vines Analytics’ research team captures flash offer details for hundreds of domestic wine offers each week. The team monitors offers presented through 17 flash reseller sites every day of the year. Each offer is reviewed and tied to the source winery, and the specific details are recorded in a database of flash offers.
When flash websites hold special events with a high number of offers, Wines Vines Analytics monitors the site closely, often capturing a new offer every few minutes. At the close of each month, the offers are reviewed for accuracy, and the findings are reported by Wines & Vines’ editorial staff for the current month along with time-series comparisons of pricing, winery size and wine types.
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