"sell-through" - Word of the Day from the OED

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sell-through, n.

DRAFT ENTRY June 2007

Marketing.

Brit. /slru/, U.S. /slru/  Forms: 19- sell-through, 19- sell-thru. [< SELL v. + THROUGH adv.] 

    1. The proportion of goods (of a particular type) purchased wholesale which is successfully sold to consumers at retail, typically expressed as a percentage; the retail turnover of a product. Cf. sell-in n. at SELL n.² Additions.

1978 Business Week 23 Jan. 34/2 The sell-through on our Time-band watches was nearly complete. 1990 M8 Dec. 69/1 Their ‘sell-through’ in eight weeks is some 84%, compared to an industry standard of 65%. 1992 M. BLONKSY Amer. Mythologies (1993) xvi. 396 We had a big backlist section supporting him at the airports..and the sell-through was amazing, 60 percent. 2001 N.Y. Times 6 May III. 13/2 We look at the weekly sell-through of our products..and listen to what our customers are saying.

    2. The practice of marketing videotapes or DVDs for retail rather than rental; (also) a videotape or DVD marketed in this way. Freq. attrib.

1985 Consumer Electronics Aug. 66/1 To what extent will prerecorded video be affected by variations in VCR sales? How important a rôle will sellthrough play in the market? 1988 Sun (Brisbane) 11 May 39/2 Slackening sales of pre-recorded video cassettes for rental purposes have forced many small video publishing companies to sharpen their focus on ‘sell-throughs’. 1994 Face Oct. 152/1 Arthouse films have become more readily available on sell-through video. 1997 T3 Jan. 95/1 With DNR on, you can expect a lot less extraneous noise in rental vids and tatty sell-thrus. 2003 Total DVD Dec. 12 Want to know what's coming out on Region 2 DVD? Here's the sell-through release list.

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