Marvel Comics is continuing to introduce discount tiers for retailers to encourage them to increase their orders. The idea is that this kind of incentive encourages retailers to order enough copies of a comic to cater for any last rushes of demand, while still making it affordable to go deep. It also allows some retailers to run promotions for their own customers, or to hand sell each copy as every copy sold generates more profit than a comic of the same price from a competitor.
It also helps push the comic up the charts and gain marketshare too, which is always handy.
For Fantastic Four #1, there are separate discount levels depending if retailers order it at 300%, 250% or 200% of their numbers for Avengers #3.
Infinity Wars #1 also has discount levels set for 300%, 250% or 200% of their numbers for Avengers #3.
But it’s not just the new launch issues that are getting that treatment. There are discounts being lined up for a number of issues twos as well.
Black Panther #2 has discount levels set for 200% or 175% of Black Panther #172,
Thor #2 has discount levels set for 200% or 175% of Mighty Thor #704
Deadpool #2 has discount levels set for 200% or 175% of Despicable Deadpool #298
Immortal Hulk #2 has discount levels set for 200% or 175% of Avengers #684
So what is a retailer to do? Well, I am told that one approach is to see what your order numbers would be using your best judgement.
If they are over the percentages set by Marvel, as Fantastic Four #1 is likely to be, great you are getting free discount.
If they are just under, like Deadpool #2 might be, then bump them up a little, the added discount will more than make up for the excess stock you may be stuck with…
And if they are Immortal Hulk #2 where the odds are less likely, don’t bother. Order what you think you can sell, don’t order what Marvel think you can sell.