It is learned that recently, Numerator released the "Winning in the Toy Holiday Season" report, which is based on a survey of 2,500 toy buyers and reveals the shopping behavior preferences of American consumers in the toy category in the fourth quarter, as well as the main consumer groups.

1. Segmentation of the three major toy purchasing groups

The report divides American toy consumers into three categories, including parents, gift givers and adult consumers. These three groups have different consumer portraits, purchasing needs and driving factors, so merchants can formulate targeted sales strategies.

Portraits of three major groups

Parents mainly buy toys for their children. They are usually middle class and price is the main factor affecting their purchases. Parents buy more in physical stores than online, which is similar to adult consumers, but their purchase expenditure is lower than the latter. In addition, although they pay attention to cost-effectiveness, they usually buy because their children like it.

In the United States, most adult consumers of toys belong to the Generation Z group. This group has a lower income and is mostly single Hispanic and Asian adults. They mainly buy toy models or dolls. In addition, adult consumers spend more on toys and are more willing to spend money. The toy purchase expenditure is more than three times that of ordinary consumers. Data shows that 48% of respondents in this group have collected more than 50 toys.

Gift givers mainly buy toys for the children of their relatives and friends, and this group also has purchasing power that cannot be ignored. Gift givers are mostly baby boomers, who spend more on online shopping than in physical stores, which is the opposite of the first two groups.

Purchasing motivations of three major groups

In terms of purchasing motivations for toys, the survey shows that the main motivation for parents and gift givers to buy toys is the educational value of toys, while adult consumers pay more attention to the emotional value and uniqueness of the products.

Purchase intentions of three major groups

In terms of holiday toy purchase intentions, all three groups showed strong purchasing intentions. The survey showed that 66% of adults planned to buy new toys during this holiday season; 71% of parents planned to buy new toys; and 81% of gift givers planned to buy new toys as gifts.

In terms of specific categories, adult consumers mainly purchase action models; parents and gift givers mainly purchase building kits and board games.

In general, the profits and prices of goods sold to adult consumers are higher, but other added values ​​must also be high. Merchants can understand the needs of this group for goods and packaging and promote the right innovation and combination; the purchase frequency of the parent group is relatively high. For this group, merchants can mainly focus on observing their purchasing drivers and explore potential category trends; gift givers also attach importance to factors such as packaging and price when purchasing goods. Merchants need to optimize their strategies on goods, pricing and promotions based on their needs.

2. Purchase time and channels of toys

The survey shows that during this year's holiday season, most toy consumers hope to complete their shopping before mid-December, and 60% of consumers plan to buy toys before holiday promotions. The shopping peak is mainly concentrated in November and December.

When it comes to obtaining information about toy products, consumers’ main channel is still offline physical stores, followed by online stores.

At the same time, the channels through which American consumers purchase toys have become more dispersed. The proportion of consumers who shop at only 1-2 retailers has decreased quarter by quarter, while the proportion of consumers who shop at more than 3 retailers has increased quarter by quarter.

In terms of toy purchase channels, consumers' spending on toys at discount stores has increased significantly throughout the year, while spending on online and large retailers is declining. However, most consumers still plan to buy toys online and at large retailers this holiday season, accounting for 80% and 81% respectively.

Comparing online and offline purchasing channels, parents and gift givers prefer online shopping, while adult consumers prefer shopping in stores. This also reflects the different consumption needs of each group. The former pursues a rich variety of goods, while the latter pursues product quality and purchasing experience.

Barbie shoppers spent $82 on the toy the month the movie was released, up $14 from June.

3. Toy Trends

Popular film and television content or characters will also have an impact on toy purchase trends, such as Barbie and Transformers. The survey shows that 25% of gift-givers said they would buy a toy because it is related to popular content.

The release of "Barbie" this year has boosted the sales of related toy products. Sales increased significantly in the month of the release, and then returned to normal levels in the following months. Despite this, it can still be predicted that Barbie-related toys will occupy an important share in this holiday season.

In addition, Barbie-related toy consumers also increased their spending on other toy products. The survey showed that among Barbie toy consumers, the proportion of consumers who said they would increase their holiday season toys reached 14.4%.

In fact, some toy products related to classic movie characters usually have strong sales in the fourth quarter, such as the following brands.

Editor✎ Ashley/

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