Wii Trade Price Increase Puts Dangerous Pressure on U.K. Retailers

Andy Chalk

One Flag, One Fleet, One Cat
Nov 12, 2002
Wii Trade Price Increase Puts Dangerous Pressure on U.K. Retailers

While the trade price increase on the Nintendo Wii [http://www.wii.com] in the U.K. is "perfectly justified," according to one analyst, it could put damaging pressure on specialist videogame retailers in the country as they struggle to compete with large "superstores" in increasingly harsh conditions.

Nintendo Wii Fit [http://www.escapistmagazine.com/news/view/90089-Wii-Price-Hikes-Coming-to-U-K] could also see a jump in the near future. "‬The margin on games hardware and peripherals is a serious problem right now," he said.

The increase in trade price is no guarantee that consumers in the country will also see rising prices; as Barton noted, retailers could choose to eat the difference in order to protect their traffic numbers and stay competitive with other sellers. But this could be trouble for smaller retailers who specialize in videogames, who aren't able to absorb such losses as easily as major non-specialist retail chains.

"Games consoles are relatively large items,‭ ‬these aren't the cheapest things to be keeping in store rooms and moving around the country," Barton said. "‬So I think we're going to see a great deal of pressure on specialists."

"For all the‭ ‬UK retail industry,‭ ‬an‭ ‬£18‭-19 ($25-27) ‬climb in trade prices will be enough to wipe out the margins completely,‭" ‬he continued.‭ "System sales are never usually the best thing for specialist retailers anyway,‭ ‬in terms of margins,‭ ‬but at least the retailer has that icing where customers tend to pick up other products with the consoles.‭"

And while many potential Wii buyers may be more inclined to purchase the console at large retail chains anyway, if videogame specialists don't hold the line on prices they risk losing out on a major loss leader. The potential trouble will be exacerbated if other Nintendo products like the Wii Fit also see trade price increases; the company warned in its announcement that new software releases could also see higher trade prices.

At this point, most retailers in the U.K. have declined to comment on their response to the increase, saying they "need more time" to consider their options.

Source: Edge [http://www.edge-online.com/features/wii-price-hike-perfectly-justified]



Beware of geeks bearing gifs.
Aug 11, 2008
Not a huge price increase but still in the climate that has caused it night be a little too much.

Lets just hope Sony dont have to do the same other wise I'll never be able to get one!


New member
May 23, 2008
If the price doesn't increase, people will still buy it. If the price does increase, people will still buy it. If the price...see where I'm going with this?

Nintendo did a smart thing marketing to the parents and aunts of gamers. They are the ones with the money and love the fact that video games are now accessible to them. I doubt it will matter what happens to the Wii, it still has it's niche and the loyal will follow.


New member
Jan 25, 2009
Yea, I think Sony should be in a similar situation now...
Imagine them increasing the price, the outcome would be media slaughter.

I don't think anyone will care about the price increase, it's Nintendo after all


is Only Bob
Nov 29, 2007
The price increase is irksome, especially on the peripheral front, but fortunately everyone and their dog already owns a Wii, and the people yet to buy one won't notice the price shift if/when they do...