The most recent data released by Kantar Worldpanel regarding sales of physical entertainment such as video games, showed that some supermarkets had made significant increases during the festive period. Tesco’s 14.3% market share was enough to see it pass Amazon, the first time the company has done so over Christmas since 2012. Argos had the largest increase in market share, up by 2.8%, with its 19.9% share of the games market allowing the company to take over a quarter of gift sales in November and December. However, in spite of these figures, overall sales declined by 7.8% across music, gaming and video, with music sales in particular falling by 11% in the 12 weeks to December 18th.