How parents will shop for kids this holiday season

Girl-plays-with-toys

For toy, clothing, and electronic brands, the holiday season is a pivotal time of year, as 96% of shoppers will shop at least one of those specific categories for kids’ presents.

That’s according to an October Field Agent survey of approximately 1,500 Canadian shoppers on their holiday spending plans.

The survey also found that 69% of respondents plan on visiting three or more stores to purchase holiday gifts for their children this year, while 63% of shoppers are likely to make unplanned, impulse purchases around the holidays.

Field Agent also found that the top three gift choices for girls is arts and crafts (68%), games and puzzles (55%) and dolls (48%), while for boys, it’s games and puzzles (62%), building blocks (56%) and arts and crafts (43%).

Shoppers were also invited to write-in an open answer to what their children specifically wanted for Christmas, and the top answers were Lego, toys, iPad/iPhone and gaming systems.

Walmart, Toys R Us, Costco, Indigo and Winners/Marshalls comprise the top five retail destinations for toys this holiday season.

As Field Agent points out, the ecommerce landscape has drastically changed the way brands and retailers position themselves for success year-round. And the line is continuing to blur between online shopping and social media. Platforms like YouTube, Facebook, Instagram and TikTok have direct purchase options and 65% of shoppers reveal they would purchase a gift this year with a buy button or direct link from a social media platform.

The Field Agent numbers show that 94% of shoppers are likely to purchase from an online retailer, and that Amazon continues to dominate, with 75% of respondents citing the retailer as its preferred online option for toy gifts. The next most popular was Walmart at 9%, followed by Toys R Us at 7%.

Field Agent notes that ratings and reviews continue to hold major sway, second only to price point as a factor driving purchase: 94% of shoppers read online ratings and reviews before making purchases, and the holiday season is no exception. In today’s economy, even challenger brands can siphon sales from known brand names if they have better reviews, as well as photos and videos that are relevant, positive and descriptive.

Lastly, Field Agent recommends ensuring displays are up to par, as 33% of survey respondents say in-store displays and signage were “extremely” or “very” effective at persuading them to try a new product, and 81% report they are moderately effective.