toy brands are doing everything to stimulate Christmas purchases, which again this year remain under the sign of inflation (AFP/Archives/DENIS CHARLET)
Black Friday, “flash” sales, low price selection: toy brands are doing everything to stimulate Christmas shopping, which remains under the sign of inflation again this year.
“I really looked for promotions this year, I knew what items I wanted and I spent a lot of time comparing sellers and their prices, it’s the first time I’ve done that,” explains Marie Robert, 38 years.
This mother of a 6-year-old boy and a 9-year-old girl bought “Playmobil on Showroomprivé and an mp3 player on Amazon. I spent a total of 75 euros per child, less than last year thanks to promotions.
“Toys still remain a safe purchase because we are not going to stop giving gifts to children, but we are looking for promotions: the climate is not euphoric, everyone only talks about the rising cost of living” , summarizes to AFP Frédérique Tutt, toy market analyst for the Circana firm (formerly NPD).
Less affected by inflation than food, the games and toys market nevertheless remains lagging behind: in November, sales showed a drop of 7% (in value) compared to 2022, a delay which should only be partly caught up in December, a month generating more than a billion euros in turnover.
The Kingtoy warehouse in Rives, November 10, 2023 in Lot-et-Garonne (AFP/Archives/JEFF PACHOUD)
The situation is however disparate: mass distribution and players present only on the internet “are even more underperforming and losing market share, unlike specialized toy brands which have better trends”, highlights Philippe Gueydon, co-president of the Federation of Traders specializing in toys and children’s products, and also CEO of King Cadeau.
“At JouéClub, we are forecasting a break-even landing in 2023, which will be a performance in a toy market which is going to be in decline and a context of inflationary tension,” says Franck Mathais, spokesperson for the group which has 284 stores in France.
As soon as its Christmas catalog was released, the brand “attacked with promotions more strongly than last year”, he underlines. “From the moment people have less available budget given inflation in food, the largest item of expenditure, we need to stand out and create momentum in stores.”
– Pokemon, Tamagotchi and Furby –
For this Christmas, the French are planning an average budget (gifts and/or preparations) of 369 euros, compared to 404 euros in 2022.
For this Christmas, the French are planning an average budget (gifts and/or preparations) of 369 euros, compared to 404 euros in 2022 (AFP/Archives/Aurore MESENGE)
And 83% say that inflation will have an impact on their holiday purchases, according to a survey of 1,019 people carried out by Toluna Harris Interactive in partnership with the Federation of e-commerce and distance selling (Fevad).
In terms of trends, we will still find under the tree many products derived from licenses and superheroes (Pokemon, Barbie, Paw Patrol), board games (including some that have been unbeatable for years like “Who is this?” Docteur Maboul” or “Puissance 4”) or even “story boxes”, these small audio speakers broadcasting stories and songs.
Without forgetting the interactive companions featured in the best sellers of recent weeks, such as the “Bitzee”, a purple box containing the hologram of an animal to feed, care for and caress to make it grow; the “Cudable Otter” to soothe babies or even throwbacks from the 1990s such as the virtual animal “Tamagotchi” and the “Furby”, a plush toy with big ears that talks to children.
The so-called eco-responsible toy will once again be largely in the minority on the shelves this year, with only 2.5% of products according to Circana.
The “Furby”, a plush toy with big ears that talks to children (AFP/Archives/YOSHIKAZU TSUNO)
Hence the importance of the rise in the collection and reuse sector for toys, on the “polluter pays” principle, launched last January.
In November, “some 5,000 collection points were set up” in recycling centers, stores, associations or schools, according to Dominique Mignon, president of EcoMaison, the organization in charge of the system, who recalls that in 2024, the objective is “to reuse 8,000 tonnes of toys, and to collect 40,000 tonnes upstream”.
© 2023 AFP
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