Home Blog European toy market sales during Christmas week
Jan 17, 2017

Did you see what happened to the European toy market during Christmas week?

Subscribe to our blog

Did toy sales in the UK really increase 33% over Christmas week last year? Did France really jump 29%? And Germany, is it possible that toy sales spiked 47%?

Granted, I may have contributed to this days-before-Christmas madness myself because on December 23, I gave in and bought that radio-controlled car my youngest child coveted and which I had been resisting. Did everyone else in Europe have a similar experience?

In short, yes.

Let me set the scene: Weeks 48 and 49 were generally glum across Europe, as NPD’s weekly data make clear. Week 50, the year’s biggest week for toys in many countries, was decent.

And then came week 51.

It was frankly astounding. I know that I finished my shopping that week and bought my stocking fillers, taking advantage of being off-work for the holiday. Did everyone else do the same?

Of course, we knew that week 51 would be up over 2015 because Christmas Day fell on a Sunday this year, leaving a full week to shop before Christmas. In 2015, Christmas Day fell on a Friday, which means shoppers had two more days this year than last year. And two more days make a big difference when it comes to sales.

But two more days can’t entirely explain this. Here’s what also happened: There was no clear driver in the toys market this year and, importantly, on-line shopping may have skewed the shopping season.

Last year, we had Frozen and we had Star Wars driving the market. This year was more of an open playing field- with the exception of the global hunt for Hatchimals - so people didn’t decide quite as quickly. They waited. Apparently they waited until Christmas week.

And on-line shopping allowed them to wait with confidence. They trusted retailers in-time-for-Christmas deadlines and procrastinated until then. They trusted Tesco’s and Sainsbury’s click-and-collect deadlines; the pick-up slots on the final days were sold out. And of course, brick-and-mortar stores stayed open too, like Auchan, that closed at 11 pm on December 23.

So, what will happen in 2017? Will retailers open on Christmas Eve, which falls on a Sunday this year? Will on-line sites arrange for delivery on that Sunday? Personally I promise to be more organized…


Stay current in your industry
SUBSCRIBE

Related Content

Tagged: Toys


Toys and Games Bring Fun, Entertainment, Education,  Exercise and Stress Relief to the UK in a Challenging 2020
Toys and Games Bring Fun, Entertainment, Education, Exercise and Stress Relief to the UK in a Challenging 2020

Despite 2020 being a difficult year for many industries, the toy market remained buoyant and resistant as overall sales increased in value by 5%, with the biggest spike in sales coming during the first lockdown of 2020 (+22%)

Metamorphosis – The U.S. Toy Industry Word for 2021
Metamorphosis – The U.S. Toy Industry Word for 2021

Dictionary.com chose “Pandemic” as the 2020 Word of the Year but their People’s Choice 2020 Word of the Year contest resulted in “Unprecedented” as the winning word to describe the yea

Shoppers Bag Toys Early This Christmas in the UK,  Driving November Sales up 11% Year-on-Year
Shoppers Bag Toys Early This Christmas in the UK, Driving November Sales up 11% Year-on-Year

Year to date through the end of November, toy industry sales in the UK are up 8% in value, with the month of November posting a sales hike of 11% year-on-year as shoppers bought early for Christmas

Now in Entertainment
Now in Entertainment

As people continue to adjust to their new normal, they’re looking to entertainment as a source of joy, distraction, and immersion. In fact, 55% of U.S. consumers have engaged in new or changed entertainment-related behaviors.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings