US online toy sales up 50%, electronics out of stock

According to data analysis company Adobe   According to the latest report from Analytics, online spending in the United States increased 8% year-on-year in October to $72.4 billion.

This number represents a significant increase considering that Amazon moved Prime Day from the summer to October last year .

Adobe found that toys , groceries, and gift cards drove online spending throughout October. Compared to September, online sales of toys increased by 50%, online sales of groceries increased by 34% , and online sales of gift cards increased by 20% .

But with the increase in purchases came a clear increase in out-of-stock messages. In October , consumers saw more than 2 billion out-of-stock messages online , triple the number seen during the same period in 2019 , Adobe said . Electronics had the highest out-of-stock levels by far of the 18 categories Adobe tracks , followed by jewelry, apparel, home and garden, and pet products .

Adobe also noted that discounts offered on online purchases have fallen this year compared to last year . For electronics, the average discount offered by online retailers is 8.7%, down from 13.2% in October 2020.

It is understood that the best-selling electronic products include Oculus   Quest2, soundbars, Samsung and TCL TVs, PlayStation   5. Nintendo   Switch, Xbox   Series   S, air fryer, Roku   Streaming   Sticks, Fire   TV   Sticks, HP laptops, Chromebooks, and Dell laptops.

However , for the toy category, which the industry previously thought would be in serious shortage , the discounts so far are greater than last year. So far, the average discount on toy products is 15.9%, compared with 7.5% in the same period last year. Target, Walmart, Amazon and other companies have discounted toys. Adobe's chief analyst believes that retailers are trying to encourage consumers to buy toys in advance and drive this demand by offering discounts.

Adobe said the most popular toys so far include Pop   Fidget Toys ( Rodent Extermination Pioneer) , Got2GlowFairy   Finder ( fairy catching jar) and Bluey ( Bluey) toys.

At the same time, some consumers are also worried about shipping delays : Expedited shipping orders increased 5.6% in October compared with the same period last year.

Due to the impact of the supply chain, consumers and merchants hope to start holiday shopping early, and many promotional activities and shopping peaks also start early. Sellers can flexibly adjust sales strategies according to market conditions.

Toy

Electronics

Online sales