I put the announcement about the new MyHeritageDNA Mega Sale in today’s Current DNA Sales September 5, 2020 Sticky post; it ends in 9 days. As a rule, I tend to put new sales information at the beginning of the post. Followed by any ongoing sales. I know sometimes people don’t read the new Sticky post which is why I try to follow up with a separate post.
In my experience, DNA sales happen for a couple of reasons. Around DNA Day in late April, Summer Sales, possibly Mother’s and Father’s Day sales, a Black Friday sale (starting around U. S. Thanksgiving holiday or the Friday following Thanksgiving). Year-end sales often happen as many DNA companies use the calendar year as their fiscal year.
Another reason for a sale is excess capacity at whatever DNA company uses to process their tests. MyHeritageDNA uses FamilyTree DNA (FTDNA) in the U. S. to process their tests. I don’t know the terms between the two companies, but I expect if MyHeritageDNA has excess capacity at FTDNA, then a sale is one way to take advantage of the excess capacity.
Another reason for a sale would be to gain market share. For AncestryDNA and 23andMe, that’s not a big issue as they are the two largest market shares when it comes to genetic genealogy DNA databases. AncestryDNA has over 18 million users who have submitted DNA; 23andMe has over 10 million who have submitted DNA.
I expect MyHeritageDNA will at some point give both 23andMe and AncestryDNA a run for the money. MyHeritageDNA offers its kits for $79.00 compared to the regular price at 23andMe and AncestryDNA of $99.00, this will become an issue. Plus, MyHeritageDNA accepts transfers from the major DNA companies. FTDNA does as well and also charges $79.00, but neither AncestryDNA or 23andMe make a similar offer aside from sale deals.