, scoring the second-largest week for vinyl in 2019.
According to Nielsen Music, 544,000 vinyl albums were sold in the U.S. in the week ending Nov. 28 . The 544,000 haul is the second-biggest week for the format this year, behind only the 827,000 soldTo compare, in 2018, during the tracking week that ended with Thanksgiving Day , there were 355,000 vinyl albums sold. And, in the week ending with Thanksgiving Day in 2017 , there were 331,000 vinyl LPs sold.
The gain in vinyl sales in the tracking week ending Nov. 28, 2019 is largely owed to sale pricing and promotion by Target and Walmart. Starting on Thanksgiving Day ,vinyl albums in Walmart stores were discounted to $15, while Target offered a key selection of vinyl LPs for just $15. Both offers were advertised in each company’s widely-read weekly circular advertisements touting in-store promotions and deals for Thanksgiving Day and Black Friday .
Nielsen reports that 42% of all vinyl albums sold in the week ending Nov. 28 were purchased through mass merchant stores, of which Target and Walmart are both categorized. Comparably, in the eight weeks previous, mass merchants would normally account for anywhere between 6% to 15% of a week’s overall vinyl album sales.
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