Wednesday to Sunday!
31 Jan – 4 Feb 2018
The coronavirus and resultant lockdown have had a huge impact on daily life in the UK over the last quarter, impacting health, the economy and shopping habits. It has also had a big impact on UK toy sales. Unlike our European neighbours (with the exception of Germany), the UK toy market is bucking the pandemic lockdown trend and the market has grown +3 % since January (YTD Wk18 in value) in contrast to the rest of Europe, where toy value sales as a whole are down -5% YTD Wk18. The growth in the UK is due to six supercategories which are revealed in the article, each having a high time investment and play value for the items within them.
In 2019, NPD’s Consumer Panel showed that, 38% of all toy sales were online. In the past few weeks, this proportion has inevitably been far higher, with the Specialist & Mixed channel evolving into mostly online sales, as the majority of brick and mortar stores in this channel are closed. Since lockdown, this channel has accounted for 75% of total toy sales and has grown by +11% YTD. In a recent study conducted by The NPD Group, results showed that 43% of UK consumers have either shopped for toys online more frequently, or at least the same, as pre-lockdown.