As Christmas approaches, UK toy market sales increase

This time last year, The NPD Group reported year-on-year growth in pre-Christmas toy demand in the UK . However, NPD's latest research, which covers the period up to the end of November, shows a different picture in 2021. Compared to 2020, a bumper year for the toy industry, toy sales are down 4.7% so far this year, with volumes down 0.8%.

However, if these sales are compared to a "normal" 2019, then sales are up 3.9%, with many consumers not yet buying toys for the big day .

Melissa Symonds, executive director of the UK toys department of the NPD Group, said : "The epidemic has accelerated the changes in the types of toys we buy and how we buy them. Sales of building blocks, puzzles, etc. remain strong, and sales in online channels have also increased, especially for high-priced toys. Although concerns about supply chain tensions and out-of-stocks remain, many consumers still expect to see price cuts and discounts on toys , so they plan to buy them in the last few weeks before Christmas . This phenomenon was also reflected during Black Friday . "

Black Friday sales this year increased by 4% year-on-year . Demand for higher-priced toys was particularly strong , with six of the top ten items costing more than £50, and some even more. The top ten included: Barbie Dreamhouse, Ghostbusters ECTO-1, Marvel Infinity Gauntlet, HARRY POTTER HOGWARTS EXPRESS, KIDIZOOM DUO DX, MY MAGIC MIXIES, TECHNIC LAMBORGHINI SIAN FKP 37, TECHNIC MCLAREN SENNA GTR, Barbie 3-in-1 Dream Camper and Star Wars Darth Vader Helmet. Overall, the average selling price of toys this year has risen 7.7% since 2019, from £9.01 per item to £9.70.

With footfall in physical stores dwindling and online browsing declining, toys priced at £20 or less have been hit.

Looking at 2021 alone, compared to last year’s significant growth in some toy categories, shows that some toy categories have seen a decline in sales this year. However, compared to a “normal” 2019, we can see a 25% increase in construction toys, a 24% increase in puzzles, and a 15% increase in board games.

NPD also noted that trading card game sales have doubled since 2020. This was primarily driven by Pokémon Go, but other games are also growing in popularity.

Christmas

U.K.

Toy