A Toy Story: Online Toy Sales

The global e-commerce market for toys was valued at US$90 billion in 2018 and it is only set to increase with the rise of toy sales during isolation. In Europe the average spend per child is US$215. While the average spend varies considerably across countries the United Kingdom has the one of the highest at US$438 per child. And it has been suggested that online toy sales are growing two to three times faster than those from brick and mortar shops.


Profitero conducted a customer survey on toy shoppers, their results showed that a very large proportion of those looking to buy toys have changed to having a “digital-first mindset”. What this means in practice is that when consumers start their shopping process they first go to Amazon, interestingly people still look at the item on Amazon even if in the end they go in-store to actually make the purchase – 70% of customers in the UK start their search for toys on Amazon.  So, there is a large pool of potential customers and a company offering Amazon Sales support in the UK can help with catching those sales and keeping them online. Past behaviour indicated that even if shoppers conducted product research online, they would make the final purchase in a shop where they can try it before buying it, particularly if children are involved in the process, however, this has now changed. More than two-thirds of UK customers prefer to shop for toys online.  The benefits of buying online such as ease, price and selection are more important than the ability to touch and feel in a store.



In the UK, Argos is currently the top toy retailer, followed by Smyths and Amazon, however, it is predicted that Amazon will be in pole position in the near future because of the benefits associated with Amazon shopping – variety, low price and quick delivery.


The rise in online toy sales due to the lockdown and the associated closure of non-essential shops during the pandemic is set to continue as shoppers settle into the new normal with social distancing being encouraged. The subcategories which showed the biggest increase in demand were games and puzzles with a 44% increase for the first quarter. In addition, outdoor and sports toys, arts and crafts as well as building sets all saw a record increase in sales.


The need to keep children, and adults alike, entertained during this time also saw a number of online stores running low on stock or being sold out – especially in the arts and crafts category. There are lessons that can be learnt about stock control particularly leading up to the festive season where the holiday sales period normally places stress on supply chains. There is a struggle to keep up with shipment gaps resulting in frustrated and annoyed shoppers looking to find the right gift. Running out of stock during the holiday sales period means that these customers will be lost; it is essential to be able to constantly track availability for online toy sales – obtaining the expertise of an online sales management services can assist during this time when there are these additional pressures. 


Another key consideration for online toy sales is shopping events. Shopping events have moved from being in-store to being online, so marketing strategies also need to change. In terms of the macro picture, in the past, Black Friday was the biggest sales event bringing customers into stores, however, this has now been taken over by Cyber Monday, Singles Day and others. On the more micro level, online store birthday events, summer sales and fun days are more attractive now than in-store events.


All of these things combine to mean that the possibility of parents purchasing toys online has significantly increased which also then increases the pressure on brands to have a strong e-commerce strategy.




How the London Bridge Project Can Help to Deliver Success

The London Bridge Project (LBP) is a leading sales and management consulting firm that provides both amazon consulting services and amazon sales support for businesses looking to grow exponentially within the biggest marketplace in the world. We offer a complete end-to-end service for Amazon based businesses, which includes providing valuable insights into Amazon sales data and a pipeline of under-explored opportunities within your niche.

If you would like to learn more about how the London Bridge Project can help your online business, make sure to contact a member of our team today to discuss your requirements.