I don't always go to the store meaning to buy a toy for one of my kids, but the majority of the time it works out that way. Maybe they are behaving extra well or maybe I'm in a terrific mood or maybe we just see something that strikes our fancy. In any case, unless there is a birthday or major holiday on the horizon, toy buying for me is usually spur of the moment.
That puts me in the minority according to market research firm, The NPD Group, who says that seven out of ten toy purchases were planned. In their new report, Toy Purchase Decisions, the group found that not only were most toy purchases intended ahead of time, over 75 percent of buyers knew where they wanted to make their purchase.
For seat-of-the-pants toy buyers like me, about two-thirds were due to an influence of some sort -- a request from a child or interesting packing or display. And unsurprisingly enough, price does play a big role in a whim purchase -- these toys often have a low retail price.
Other interesting findings from the report:
- A convenient store location and pricing are the most influential factors for choosing a retailer. A majority of toys shoppers like to shop at a mass-market store where different types of products are available rather than a store that sells specific items.
- Sevnty-eight percent of buyers would rather do their purchasing in a store rather than online.
- Key factors in purchasing a toy include the recipient and the price. Seventy percent of toy buyers have a price in mind and then pick out a toy to meet that price.
How do you shop for toys?
Related: Toys Worth Splurging On