Toy Buyers to Make Perfect Ad Target this Holiday Season

If consumers have to scrimp this holiday season, it won’t be on the toys they plan to buy for their kids. New research shows well over half of consumers, both parents and non-​parents, are hitting the stores looking for items on the kid wish lists.  Both large and small marketers will benefit from rolling out ad campaigns.

According to a HarrisInteractive poll, at least 43% of consumers will spend as much on toys as they did last year. Another 23% will spend more. Top picks for toys for the 2012 season will include:

  • Books 43%
  • Games for consoles 36%
  • Arts/​crafts products 29%
  • Board games and dolls 27%
  • Blocks/​bricks 25%
  • Sports equipment 22%
  • Handheld electronic games 21%
  • Game consoles 14%

While financial pressures may have some shoppers hitting the discount stores (51%), that won’t be the case for all seekers of kids’ holiday gifts. The Harris numbers show that 27% of these shoppers will go online to buy their gifts. About 13% will visit toy chain stores and 4% will keep it local, visiting small, privately-​owned businesses.

Marketers should remember that parents aren’t the only ones shopping for kids’ toys. A creative ad campaign that targets well-​heeled grandparents or aunts with big paychecks could bring big rewards during this busy holiday season. And, it's always important to generate demand from the kids, too.

To learn more about Sports Equipment Buyers, a key kids’ category at the holiday season, check out the Audience Interest & Intent report available on the Research Store at ad​-ology​.com.

[Source: Kids Should Be Happy. Harrisinteractive​.com. 15 Nov. 2012. Web. 4 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.