News > Agency
SaveE-mailPrintMost PopularRSSReprints

Poll: It's an Off Year for Toy Shopping, Too

Nov 21, 2008

- Mark Dolliver


NEW YORK If the phrase "Christmas shopping" evokes an image of harried adults rummaging around in stores' toy departments, your imagination may need some updating. Reflecting the fact that a declining number of U.S. households now include children, fewer than half the respondents to a new Harris Poll said they expect to buy toys this holiday season. Released this week (and analyzing data collected late last month), the survey found 47 percent of respondents saying they plan to buy toys as gifts this year -- 19 percent "definitely" and 28 percent "probably."

Among those who are in the market for toys, what will they be buying? Children's books (which the young recipients may or may not smilingly regard as toys) were cited by 47 percent, games for consoles by 38 percent, board games by 33 percent, arts and crafts by 33 percent, dolls by 32 percent, hand-held electronic games by 25 percent and building blocks/bricks by 23 percent.

If you wonder why kids look unathletic, note that just 22 percent of toy purchasers expect to buy sports equipment. Men, predictably, are more likely than women to say they plan to include sports gear among their toy purchases (31 percent vs. 15 percent). Equally predictably, women are more likely than men to say they'll be buying children's books (52 percent vs. 40 percent).

Toy purchases will not be immune to the cutbacks consumers are making in their holiday spending, the survey said. Among respondents who said they'll be buying toys this year, 44 percent expect to spend less on them than they did last year, vs. 16 percent expecting to spend more.


Poll: It's an Off Year for Toy Shopping, Too

Nov 21, 2008

- Mark Dolliver


NEW YORK If the phrase "Christmas shopping" evokes an image of harried adults rummaging around in stores' toy departments, your imagination may need some updating. Reflecting the fact that a declining number of U.S. households now include children, fewer than half the respondents to a new Harris Poll said they expect to buy toys this holiday season. Released this week (and analyzing data collected late last month), the survey found 47 percent of respondents saying they plan to buy toys as gifts this year -- 19 percent "definitely" and 28 percent "probably."

Among those who are in the market for toys, what will they be buying? Children's books (which the young recipients may or may not smilingly regard as toys) were cited by 47 percent, games for consoles by 38 percent, board games by 33 percent, arts and crafts by 33 percent, dolls by 32 percent, hand-held electronic games by 25 percent and building blocks/bricks by 23 percent.

If you wonder why kids look unathletic, note that just 22 percent of toy purchasers expect to buy sports equipment. Men, predictably, are more likely than women to say they plan to include sports gear among their toy purchases (31 percent vs. 15 percent). Equally predictably, women are more likely than men to say they'll be buying children's books (52 percent vs. 40 percent).

Toy purchases will not be immune to the cutbacks consumers are making in their holiday spending, the survey said. Among respondents who said they'll be buying toys this year, 44 percent expect to spend less on them than they did last year, vs. 16 percent expecting to spend more.


Post a Comment
Asterisk (*) is a required field.
* Author:
* Comment:
 
The opinions expressed in comments are those of the individual poster. They do not necessarily reflect the views of Adweek or Nielsen Business Media. Attacks of a personal nature and comments that are otherwise inappropriate may be removed.

Other Agency News

BM

Clients Say Shops Are Too 'Reactive'

March 15, 2010

A poll of clients finds that agencies aren't proactive enough and need to make an effort to grasp the business challenges that clients face. Read Full Article



Our ProductsOur Products

ADWEEK DAILY UPDATE

Receive a comprehensive roundup of the biggest stories of the day.

BREAKING NEWS ALERTS

Sign up to be the first to hear about the biggest breaking news stories.

SUBSCRIBE

Stay connected to what's happening in the advertising industry with delivery of the print edition and complete online access.

More VideosVideo





Adweek Advertising Home | Advertising Industry News | Creative TV Advertising | Advertising Industry Community | Video Advertising | Advertising Data Center | Advertising Special Reports | Advertising Careers | Advertising Products | Advertising About Us | Advertising Business Statements | Advertising Contact Us | Advertising Opportunities | Ad Licensing | Advertiser FAQ | Advertising Magazine Subscriptions | Advertising News RSS | Online Ad Site Map | Mobile

© 2010 Adweek. All rights reserved. Terms of Use  |   Privacy Policy