Consumer Behavior
Walmart’s the favorite place to buy a Barbie
August 1, 2023
Nearly half, 48%, of those shopping for a Barbie doll or accessory are likely stopping by Walmart with 33% hitting Target and another 33% hitting up Amazon.
That's insight from a Numerator report on Barbie shoppers, what they're buying and where they're buying.
When it comes to "who" the Barbie shopper is, 28% are more likely to be millennial, 61% are more likely to have children and 1% are more likely to be high-income earners, according to a press release.
In regard to purchases consumers are 10 times more likely to buy baby dolls, dress up items and racetrack play sets on the same shopping trip.
And on the list of top brands bought on Amazon's Prime Day Barbie jumped from number 85 to number 49 compared to last year's top brands. The top Barbie item sold during the annual sales event was the Barbie The Movie collectible doll.
