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Chess, a game that dates back at least 1,500 years, is suddenly one of the coolest games to top wishlists this holiday season and retailers are struggling to keep it in stock.
The popularity of the game can be explained by two main factors: people are spending more time at home during the pandemic and the popularity of “The Queen’s Gambit”, a Netflix show that follows fictional chess prodigy Beth Harmon.
After the show premiered in October, sales of chess sets rose 87% in the United States, while sales of books on the game rose 603%, according to market research firm NPD Group. . The sudden gains come after stable, negative growth in these categories, according to the report.
“As Covid-19 hit, board games have become more popular, and I have constantly commented in my reports that the basics will work well, with chess being one of them,” Gerrick Johnson said. , an analyst at BMO Capital Markets who covers the toy industry. “But again, no one knew that failures would explode. Now it is a little too late. Retailers can increase orders and manufacturers can ship what they have from warehouses, but they won’t be able to do more and meet demand until next year. “
“A number of parents called me and told me that they had watched the show and wanted to get their daughters involved in chess.”
Jeff Myers has managed The Chess Store, an online retailer dedicated to the game, since 1999. He said he has never experienced demand as he sees it in 2020.
“My wife and I watched ‘The Queen’s Gambit’ together and we were like, ‘Wow, this is a great show,’ and we wondered if that would help the business,” Myers said. “From the day we watched it until now, business has really picked up.”
The Chess Store’s November sales are three times higher than the same period last year. Myers also said the average order size was “very high”, with more customers choosing to purchase high-end chess sets.
With growing demand and the coronavirus also complicating its supply chain, Myers said it was difficult to keep some items in stock.
“Thanks to Covid-19, we have seen great success with our suppliers overseas. In India, where I receive my quality wood sets, they have been locked. Our stocks are down because our suppliers are unable to operate or are drastically reduced, ”Myers told NBC News. “Our supplier in Spain was able to work for the most part, but our delivery was delayed by around 60 days. And another supplier was supposed to be here a month ago.
Mark Kurtzman, owner of The Chess Exchange in New York City, said he was busy answering phone calls from parents interested in chess lessons for their children. Before the pandemic, he organized tournaments for children every month. Although these are canceled, his network of 22 instructors still teach online and through masked and socially distant lessons in person.
“A number of parents called me and told me that they had watched the show and wanted their daughters to get involved in chess,” Kurtzman said. “People are excited because this is a cool show. I saw it and thought it was great.
While demand is high in 2020, everyone who spoke to NBC News said they believed there was only a limited time to take advantage of the boom in business.
“I think we have a one year window here where we will see business doing well and the interest will be there,” Myers said. “As more and more people watch the series over the next few months to a year, the business will do well over time, but I’m sure it will start to sparkle and sales will end. by returning to a little better or to what they normally are. “
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