who’s laughing now: chewbacca mom sends mask sales into hyperdrive

The Chewbacca electronic mask has seen online sales go into hyperspace since Chewbacca Mom’s video went viral last Thursday. The number of mask sales are nearly four times larger than the total mask’s sales in the eight months prior to this internet hit. (Pre Period: 1-Sep 2015-May 18 2016, Post Period May 19 2016-May 22 2016)

Mask Sales By Period

Retailers are also cashing in. Since the video went viral the average price paid for the Chewie mask has been $28.40, seven dollars higher than they were prior to Candice’s post.

Average Price Paid (1)

Which companies are attaining these extra Republic credits? While Chewbacca Mom picked up her mask on sale at Kohl’s, online buyers prefer to shop Target and ToysRUs.

Merchant Sales Post

about this data

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.

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