Toy sales up 23%, Spain's Christmas season starts optimistically

According to data from the NPD Group , in the first eight weeks of the Christmas season, toy sales in Spain increased by 23% compared to the same period last year, and by 15% compared to the same period before Christmas (2019) . In addition, all product categories have seen significant growth.

It is understood that the Spanish toy market showed only a slight growth trend ( +2.8%) from January to September compared with 2020. However, since the start of the peak season, its growth trend has changed significantly, with sales in October increasing by more than 9% compared to the same month last year, and in November the growth was close to 30%.

As a result, the cumulative turnover from January to November was nearly 9% higher than in the first 11 months of 2020. This data also shows that this year the Spanish toy industry has returned to pre -epidemic business levels for the first time.

Regarding product shortages, Fernando Perez, director of the Spanish NPD, said that there will be no shortage of goods at present, but the delivery time of products scheduled to be delivered in December may be delayed, which may also cause some popular celebrity toys to be out of stock occasionally, but this situation is relatively common .

Data shows that the top ten best-selling toys in Spain in November were all priced above 30 euros. At the same time, the average price of the overall Spanish market increased in November .

However, the higher prices of popular toys are not caused by rising toy prices, but the change in the structure of popular products compared with last year . In November 2020 , non-seasonal and non-holiday products sold more and Christmas products sold less , while in November this year , Christmas products sold better because consumers chose to shop in advance .

Meanwhile, regarding the possible impact of rising costs on prices, Fernando Perez noted that "in the current campaign, there will be some price increases for some products, despite the efforts of manufacturers to minimize them this Christmas. However, from January 2022, price increases will be generalized , as the increase in costs can no longer be absorbed at current prices ".

Fortunately, after a good start to the Christmas season, coupled with the support of December sales ( for the toy industry, December accounts for almost 50% of the total annual turnover ) , the toy industry is expected to present a more optimistic result at the end of this year .

Toy

Christmas Season