Bite-Sized Insights: Christmas Toys and Gifts

Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out which of the following retailers parents prefer when it comes to buying Christmas toys and gifts for their own as well as other parents’ children.

Do parents prefer buying online or in person? Do they choose big international retailers or smaller local shops? Take a quick read of this week’s bite-sized insights to find out what parents value the most with regards to Christmas toy and gift purchasing options.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

We asked our Insights panel of parents to tell us which of the following toy retailers they prefer when they’re thinking of buying children’s toys and gifts for the Christmas season. We gave them 10 options and in order of preference, here’s how parents answered:

1st: Smyths Website
2nd: Smyths In-Store
3rd: Tesco In-Store
4th: Local Toy Retailer
5th: Other Online Retailer
6th: Amazon
7th: Eason Website
8th: Eason In-Store
9th: Other
10th: Tesco Website

Here are some examples of what parents listed under ‘Other’: Cogs the Brain, The Book Depository, Littlewoods and local bookshops.

Any further thoughts on buying games and toys?

Comments from our panel members included:

“I try to buy more sustainable toys and locally made if possible.”

“Buying less toys tend to give money or a gift voucher.”

“I buy wherever they are cheaper if it’s the same product.”

“Try to support local independent retailers as much as possible, however larger chain stores have a bigger selection.”

“I try to support local retailers and I’m also looking to buy more sustainable environmentally friendly products.”

“Prices have gone up since 2019 prices online and in-store.”

“I try to get quirky things they likely won’t have already, even if it means spending a little bit more.”

“Love wooden toys for younger kids!”

“We have no local toy retailer near where we live though. I do try to buy Irish and support local where possible.”

“Usually buy Smyths online as they offer free delivery.”

“Small retailers have been shut down in small towns and if you can’t travel, online is the only option.”

“I try to buy games and toys that are fun and that everybody can play but try to find ones that have an educational and learning aspect too.”

“Reviews from other parents are important to make sure the game or toy will really be played with.”

“I would love to see a video demonstration of some games i.e. can be difficult to judge a game when it is displayed in a box. It would be nice to see the game ‘out of the box’ and possibly being played with by the appropriate aged children (on the store website).”

Actionable Insights for Toys and Games Retailers

Many parents mentioned that they are looking for toys that are more sustainable and eco-friendly. Highlighting or even offering discounts or bundle offers on more environmentally friendly toy options could help attract new and loyal customers.
Some parents told us that they shop around for certain items and buy wherever is cheapest. Offering to refund the difference to anyone who finds your product somewhere else at a lower price, could help attract and retain customers who would prefer to buy locally.
Parents who live far away from toys and games retailers appreciate any added value offered. Free delivery is usually top of that list.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.