Record toy sales expected for December

Dominic Sacco

By Dominic Sacco

December 21st 2012 at 9:21AM
Record toy sales expected for December

Furby leads the way as NPD predicts £400 million in UK toy sales in the last three weeks.

This month could set a new toy sales record in the UK, thanks to two extra shopping days compared to 2011.

However, retail sales tracker NPD also says that despite sales potentially topping £400 million in the last three weeks of December alone, it looks like the UK toy market will still post a two per cent decrease in 2012 overall.

Sales of toys decreased by six per cent in November and four per cent in the first week of December. 

Furby was the top-selling toy for the week ending December 2nd, ahead of the new LeapPad and InnoTab kids' tablets.

And NPD confirmed the trend that consumers are buying toys later in the run up to Christmas this year.

Federique Tutt, toy expert at The NPD Group, said: "In 2011 we saw the emergence of a new trend where consumers delayed their purchases until the last three weeks before Christmas in the hope of last minute discounts. 

"This meant that Christmas week was the biggest sales week of 2011 in terms of revenues, whereas previously sales were spread evenly over the last five weeks of the year. 

"This behaviour means that the timing of Christmas this year, which falls on the last Tuesday of the month, impacts the all-important sales figures, as this year consumers have two more shopping days compared to 2011 to make their toy purchases.

"In this environment, the timing of Christmas has a significant impact on the sales performance of the sector. Last year there was one additional trading day before Christmas – and on that one day, sales increased by more than £20 million - more than enough to compensate for the decrease at the start of December."

Toy sales year to date to November 2012 are also down 14 per cent in Spain, eight per cent in France and three per cent in Italy. 

Germany is the only market to have seen a slight increase, posting a one per cent growth in the same time frame. 

Here are the top ten toys in terms of value sales in the UK for the week ending December 2nd.

1. Furby
2. LeapPad
3. InnoTab
4. Leapster Explorer
5. VTech Kidizoom Twist
6. Moshi Monsters Moshling Figures Blister Pack
7. InnoTab Software
8. LEGO City Great Vehicles
9. Baby Annabel Doll
10. LEGO Friends Collection

 

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.