Toy market news

Survey reveals how parents really feel about Christmas toy shopping

Four in five parents feel pressured to make this holiday season the most memorable one for their children, according to new research

A study of 2,000 parents of children ages 0 to 12 found that parents plan on making this holiday season memorable by keeping holiday traditions like decorating, baking, spending time with their loved ones – and by buying plenty of gifts.

One in six parents noted that they always struggle to find something their child would want as a gift. That’s why one in seven respondents begin holiday shopping as early as September.

Sixty-two percent of those who celebrate the holidays feel they spend too much time on gift shopping, with a quarter of parents saying they take at least a week to complete their holiday shopping for their children (27%).

The pressure is on for 41% of parents who said their kids would feel disappointed if they don’t get the gift they want. And the top gifts kids want for the holidays are toys (62%) and electronics (58%).

Conducted by OnePoll on behalf of The Toy Association, the survey showed parents are upping their research game to find the best toys for their children – whether reading online reviews (47%) or learning about them from child influencers on social media (45%).