There is a long-standing and good case study - throughout the year, large toy manufacturers test different products, looking for the most successful and appealing one to children. They launch a couple of cartoons with a character, promote shows on YouTube, etc. By Christmas, all parents already know what to buy for their child. At least because the child has already told them about six thousand times how cool this toy is. All parents rush and buy that toy. This is a classic scheme and it works.

But then the board of directors comes to, say, Hasbro and says: Do whatever you want, but sales must increase next year. The sad manager goes to sleep, because the morning is wiser than the evening) And launches a new scheme.
What would you do? I would first visit markets in neighboring countries, increase advertising, and try to sell more. And this would probably work. Sales would grow by 1.5%.

Hasbro managers did it differently. They reduced the number of toys from the top-selling series and increased those from the second tier. Crazy? It worked. What happened. Parents rushed for the so-called Huggy Wuggy, because the advertising was not removed and all children want this plush horror, but there weren't enough in stores. Parents buy a second-priority toy and give it as a Christmas gift, even though they already promised Huggy Wuggy or the child only wanted that. And importantly, there were fewer toys, but just enough so that in Petya's circle, someone definitely had them. As a result, parents who bought a second-tier toy go after Christmas and buy what they wanted, because Hasbro immediately the day after Christmas fills the shelves so that everyone has enough. Sales increased by a third.