Bernardo Melo
Analyst · Aegis Capital
Guys, thank you for joining us and taking interest in our earnings call. I wanted to go through some of the -- I wanted to summarize some of the challenges that we face, especially from a sales and logistic situation, that you're going to hear here and you're seeing global. But this year has been an incredibly tough year with nothing to do with how we had executed programs prior to the year. One of the things that we did this year, and you had heard me in previous calls, were that we had secured a lot of the programs for the back end much earlier than we did in previous years. And we were lucky to write our purchase orders in advance. Gary recognized our global logistics team, but I want to do the same with the Hong Kong team working extremely hard securing containers at a time where everybody was bidding higher prices.
Just to give you an example, we were usually paying about $3,300 a container. In some instances, we had paid this year about upwards of $20,000 a container just to get the items shipped and meet our commitments. And so Q2 were impacted by those challenges. Some of the programs were set a little bit late, later than we had hoped, but it could have been a lot worse. And that's an attribute to the Hong Kong team and the work that they have been doing and also the team in California that really stepped up to the plate, and we're able to turn things as soon as they got it back out.
But it did affect not only our domestic business, but it affected our direct import business. As you guys may know, Walmart has the flexibility that once they get products in their international distribution centers, the stores could pull in additional products and set up their own end caps, which in the past, we've seen a lot of those initiatives done by the store. This year, with product being a little bit scarce in the international distribution centers, we didn't see a lot of those roll out to the stores, and it affected some of the sales. So we were comping sales from last year all through probably September. September and October, we saw a little bit of a slowdown. That was, obviously, like Lionel mentioned, due to Carpool Karaoke leveling down from the buzz that we got from TikTok, also just stores not being completely stacked with inventory.
Our gross margins also took a hit because component costs were just raised across the board. We do ship a lot of items with 7-inch panels, which saw somewhere around $4 to $6 in price increase just on the panels. We saw some of the ICs also increase in pricing. And then the container prices really impacted the gross profit as well. Luckily, we had some really -- we were fortunate with our retailers in some instances where they stepped up to the plate and accepted some of the price increases. As you know, we finished our year for rounding out in the back half, mostly in December and January. And some of those price increases didn't come up to us until after Chinese New Year. And every time we place new orders, we were seeing components continue to increase. So that had a heavy impact in our gross margin. And like I said, thankfully, some of the retailers stepped up and partnered with us. But it wasn't across the board.
Focusing on individual retailers. Walmart, their sell-through has been pretty steady all throughout. And like I said, there was a slowdown sometime in September and October. As soon as December kicked off, we've seen the numbers continue to grow and get back to leveling out where they should be in this time of year. We had a Black Friday annual event at Walmart that launched early in November 4. We've already seen strong sell-through, through to that, and we should be at 100% sell-through here by the end of November. So we are pretty satisfied with how that program turned out. We were able to increase one of our items from 2,000 stores to all stores in all 3,700 stores. So that shows the continued support from Walmart in believing in the category.
Target, also you'll see that they rolled out their 2-day ad, and we're featured on it. We have a $20 off on one of our items. We were able to get enough inventory to the pipeline in Target to be able to support that 2-day ad. So they kept it for us. One big change for them was obviously removing Carpool Karaoke, but they're still selling on dotcom, not at the same rate that they were doing in dot-com and stores but still a steady flow of sales there in Target. So look out. There should be right after -- right after Thanksgiving, you should see our 2-day ad across all stores in Target, and we're expecting some extremely good sales.
Costco supported us with our initiative this year on our WiFi pedestal. So this is year 2 of that item. They went a little bit heavier on that. We're in the midst of a 2-week period where they're promoting that to all their members. We've seen already 4 different e-mail blasts on that item, and sales have been stronger than expected on dot-com. Clubs are still selling well, but we've seen the increase come from dot-com. So we're excited about that. The ad is running all the way through November 29. So it was slow getting a lot of those products in because Costco is 100% reliant on domestic deliveries. And some of those containers were caught in, in what we've seen in the port. I mean we've seen some containers even delay up to 60 days in the port. And those being our higher-revenue items, they were caught in the port, but we were able to get enough out to at least support the ad that's running through right now.
Sam's Club is another one of our really good stories. We have 4 items in there. We have kids item. We have a family item that's reselling for $49.99. We have an item that we launched this year with Sam's Club that's been trickling little by little, also a domestic item. And then they're also supporting our WiFi pedestal. So we've got incredible success with Sam's Club even though some of the challenges that we have with them being 100% domestic, but we've had good success. If you visited to one of the store -- one of the clubs of Sam's Club, you will see a nice representation of the Singing Machine product there. And they're very happy with the results so far. And hopefully, we can continue to have Sam's Club be a 4-item assortment instead of 1 or 2 that has been in the past.
So Amazon, we were featured in Prime Day with Carpool Karaoke. They're still buying some direct import products that are coming in and also some domestic products. Even the big retailers like Amazon, Walmart, they've also had some container challenges themselves. So instead of hitting in late October, some of the containers are hitting now into their DCs. But we're seeing to ramp up. We're seeing the domestic orders coming in steadily just to have that backup of some of those direct imports that hit late. But Amazon continues to be really strong with us. We're still continuing to see weekly replenishment orders on the Carpool Karaoke on our traditional karaoke. We should launch some of the new items that we have coming in here shortly as well.
And then I'll summarize international. International has been a really tough challenge for us just because they've also had container costs go up to $22,000 in the U.K. And we deal with some distributors there. So that has put some challenges to those distributors. But we're still in Costco in Australia. We're still in Costco U.K. We're still represented in Amazon. And we still have distribution into France, Italy, Spain and Eastern Europe. So we've maintained as much as we can there, and we've already started to visit some of the international shows. We just had one in Amsterdam, with some good responses as to what we're going to accomplish in 2022.
And with that being said, I'll leave the rest into question. I don't want to take too much of the time, so I'll hand it back off to Gary.