Consumer Behavior

Mass retailers, online stores top toy shopper spots

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December 12, 2023

A good majority, 81%, of those planning to buy toys and games this holiday season plan to hit a mass retailer, such as Walmart and Target, and 80% will shop at online retailers while 29% will be browsing dollar retailers.

Those figures are from Numerator's latest report, "How to Win the Toy Holiday Season."

Additional findings include that 60% of toy buyers plan to buy toys and games during pre-holiday sales and 33% of parents plan to buy a toy for themselves this holiday season, according to a press release.