There are many factors that contribute for price variation, such as hours of the day, TOTW and launch of the new FIFA series. But Happy Hours during FUTmas are the most effevtive one. Hundreds of thousands of players will buy and sell packs. The natural relation between supply and demand will change. Thus, the banlance of market is disrupted. both cards and coins circulation increases on the transfer market.
What we see most appearently and effectively is the immediate fall and rise of the price. FIFA 15 coins price will keep low for a while when the Happy Hour is moving on. But back to normal and what it was before ends of the hour with the market instantly absorbing the addictional cards. It can be said that pirces are affected and changeable throughout the entire Happy Hours. Comparing to the price that is supposed to be if there will be no Happy Hours, the price that effectively jumps after one usually ups 3% to 5% value of the card.

EA launches more and more Happy Hours every year. While Happy Hour packs including 35k, 50k and 100k are the most popuplar. The bigger the pack is, the sharpper drop of the price is.

Notes:Notice how after the Happy Hours end the price is inferior to what it would be if a Happy Hour never happened while the natural tendency for it would be to stay the same, Happy Hours will not be announced with antecedence for what the market can’t really react with such.
FIFA 15 Annual Review:Sales Top 13M Units Worldwide
Electronic Arts' latest release in the FIFA franchise, FIFA 15, has hit a new sales milestone. The game has now sold more than 13 million units worldwide at retail for the week ending December 13, according to VGChartz.
FIFA 15 has sold 13.13 million units when you combined all eight version of the game. The game has by far sold the most units on PlayStation platforms. The PlayStation 4 version has sold 4.94 million units, while the PlayStation 3 version sold 3.66 million units. That is more than any other versions of the game. Also the PlayStation Vita version is the top selling handheld version with sales of 232,937 units.

The Xbox 360 version has sold 2.26 million units and the Xbox One version has sold 1.47 million units. The Wii version has sold 265,762 units and the 3DS version has sold 146,496 units. The PC version has sold 146,496 units.
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