So it was their cunning plan to sell nearly zero units during the biggest shopping month of the year? Brilliant!
I can imagine how it played out....
Exec 1: Listen up everyone! We are going to produce the NES mini with 30 games and sell it for $60.
Exec 2: That's a great idea. How will we market it?
Exec 1: A few ads on the web and a press release.
Exec 2: So you are not expecting too many sales then?
Exec 1: Maybe not at first, but get this. We are going to manufacture millions of them...
Exec 2: And do a big launch to major outlets?
Exec 1: Nope. Here is the best part. We are only going to sit on most of them and only trickle out a few from time to time.
Exec 2: But why?
Exec 1: To create demand of course!
Exec 2: Oh I get it! So we will hold on to the rest of them.
Exec 1: Yeah.
Exec 2: Until black Friday?
Exec 1: No, longer.
Exec 2: Ok, that will miss some sales though..
Exec 1: It will be worth it!
Exec 2: Ok, so then right before Christmas? Ok, I can kind of see your point.. I can see this as a stocking stuffer!
Exec 1: Nope, we are going to ship almost zero right before Christmas!
Exec 2: But..
Exec 1: And then none the first half of January!
Exec 2: But..
Exec 1: Demand!!!
Exec 2: But..
Exec 1: Scarcity! Demand! Profit!
Exec 2: So when will we ship them?
Exec 1: Sometime after our next console is fully revealed!
Exec 2: But won't we compete with ourselves?
Exec 1: Not if we totally under-ship the Switch as well. DEMAND! AH HA HA HA HA!! It's gonna be impossible to buy this one on launch day!
Exec 2: But then gamers might buy another console..
Exec 1: Why would anyone buy a console that is available for purchase? Ludicrous! Customers like to go home with nothing to show for their efforts. I wonder if we could make then even harder to get? Like put the retail boxes above a shark tank or something.. We will work out the details later. Point is, every lost sale will pay off in pure demand!
Exec 2: I quit.