Minecraft’s larger 2025 first-time merchandise cohort bought again at a similar rate
Share of first-observed Apr.–Jun. Minecraft merchandise buyers making another purchase within 12 months, by acquisition year
Share buying Minecraft merchandise again within 12 months
Source: YipitData U.S. Physical Receipt Panel. 2025 cohort n=105,723; 2024 cohort n=54,942. Merchandise excludes Minecraft game and Realms revenue.
Chart data
| Series | Share buying Minecraft merchandise again within 12 months |
|---|---|
| Apr.–Jun. 2025 cohort | 25.9% |
| Apr.–Jun. 2024 cohort | 24.4% |
How much larger was Minecraft’s 2025 first-time merchandise cohort?
The Apr.–Jun. 2025 cohort included 105,723 first-observed Minecraft merchandise buyers, 92% more than the 54,942 acquired in the same months of 2024. A first-observed buyer had no earlier Minecraft purchase in panel history back to 2019.
Did the broader Minecraft merchandise lift persist after the 2025 cohort formed?
Minecraft receipts reached 996 per million total panel receipts in December 2025, up from 559 in December 2024. Returning buyers also rose from 16,338 in February 2024 to 36,076 in February 2026, but the analysis does not isolate any one 2025 event as the cause.
Assumptions & Methodologies
We analyzed Minecraft-branded U.S. in-store line items in our Physical Receipt Panel through August 6, 2026. Merchandise included apparel, toys, party goods, bags, and home products; Minecraft game and Realms revenue were excluded. First-observed buyers had no earlier Minecraft purchase in panel history back to 2019. The April–June 2024 and April–June 2025 cohorts each had a full 12-month repeat window. Counts are unscaled, and the panel skews female, lower-middle income, Southern, and rewards-driven. Long-lapsed buyers can appear first-observed, attrition differs slightly by cohort, and concurrent changes prevent attributing the 2025 increase to one event.