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April 2014 Data Released on 05.15.2014Offers Stay up With Most Wines Priced Less Than $20Flash offers for domestic wines in April were 4% higher than the total in April 2013 continuing a trend of a high rate of offers in 2014. Last Bottle Wines held a special "marathon sale" in late April that drove its total offer count to 62 and its average retail price to $79. April's total was just slightly less than in March.
Flash Reseller Offers » Month 12 Months April 2014 459 4% 5,706 7% April 2013 440 5,320
The flash market is still dominated by offers for wines with flash prices of less than $20. In the past 12 months from May 2013 to April 2014, 60%, or 3,417 of the 5,708 offers for domestic wines, had flash prices of less than $20. Of the offers for less than $20, about eight out of every ten wines had a flash price between $11 and $19.99.
Compared to the 12-month period of May 2012 to April 2013, the number of offers for less than $20 grew by 25%. The increase in offers for wines priced less than $20 came with a decrease in the number of offers for wines with flash prices of $20 to $29.99. The number of high-priced flash offers for wines, or those higher than $30, stayed relatively the same and accounted for about the same percentage of total offers.
The breakdown of offers for less than $20 also stayed relatively the same in the past 12 months compared to the same period a year earlier. About half of the offers for less than $20 are for wines with flash prices of $15 to $19.99, and roughly 35% are for wines with flash prices of $11 to $14.99.
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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