I love free stuff, and I dont think I am alone in that. I love giveaways, I love swag, I love anything that is given away free when purchasing other things. For the last few years, Panini has really taken their giveaways to a level above the production of their normal products.
The Black Friday pack giveaway joins the National, National VIP, and Father’s Day pack promotions as ways to pimp out the buying of low performing sets, and the cards have started to show up on eBay:
2012 Black Friday Victor Cruz Super Bowl Pylon Relic – Best cards in the promotion, 2 years running.
I would even go so far as saying their products have sold so poorly in some circumstances, that these giveaways were increased to this level to move said products off the shelf. Its no secret that Panini’s mid year blur of products that all look the same, and have the same content, drop like rocks when the next box comes out. Almost a direct result of the fact that there has been very little to differentiate one from another. This, combined with the illogical and inexcusable MAPP program, leads to boxes sitting forever on hobby store shelves, and a need to liquidate inventory.
More importantly, Panini has gotten pretty damn good at repackaging their leftovers into giveaways, even going as far as creating base sets and inserts that are unavailable anywhere else. For the first time, there will likely be an online component to this, as Panini is now selling boxes on their website as well.
Personally, im not as big a fan of a lot of the way these cards look, as it is pretty clear that they realized extensive work on these isnt always going to mean more sales. Collectors, myself included, just like getting some extra value when we buy wax, and we really dont care what it looks like. Even more, they have brought back some of the popular cards from last year, and I foresee this being just like all of their previous promotions in terms of success.
Again, I credit Panini for coming up with these ideas to help the shop owners cover the huge losses they report on taking with some of the awful mid year sets that Panini has become infamous for. This gets people into their stores, buying the boxes of sets that are collecting dust, and gives the store an opportunity to capitalize on business in other ways too. I say a lot of terrible and deserved things about Panini’s products, but this is something I support.