In the May issue of Toy World, Emilie Erktan, senior account manager, Toys UK at Circana, looked at changing consumer purchasing habits.

The way shoppers purchase toys has changed significantly in the last few years, impacted by the pandemic and ongoing economic challenges, with increased utilities and food pricing affecting disposable income.

One of the biggest changes in the toy market over the past five years has been the rise of online shopping. In 2019, 38% of UK toy market sales were generated online (including click and collect). This peaked in 2020 at the height of the Covid restrictions, when many physical stores were unable to open. However, online share has now stabilised, and in the last quarter of 2024, online share jumped even higher.

Circana asked UK shoppers in January about the main reasons they bought toys from the online pure players channel for Christmas, and Emilie breaks down the percentage of respondents who cite convenience or pricing as key factors in their buying decisions. With the cost of living crisis impacting consumers’ budgets, price was on everyone’s mind and shoppers have been cautious about spending on non-essentials. She discovers how many said that they cut back their spending on toys last Christmas versus the year before and used different strategies to save money: looking for cheaper alternatives, or purchasing across different stores or websites to benefit from the best promotions.

To read the full article by Circana, which appeared in the May issue of Toy World, click here.