Grandparents to spend less on Christmas toys

NPD says 300,000 grandparents have left the UK toy market since the start of 2012.
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It seems that little Johnny might not be able to depend on his grandparents when it comes getting this Christmas' top toys.

According to the latest research from NPD, less grandparents are buying toys and those that are are spending less on them.

Toy purchases made by the UK's grandmas and grandpas have dropped 16 per cent in the first half of 2012.

This follows an eight per cent year-on-year drop in 2011.

In the first six months of 2012, NPD estimates that 300,000 grandparents stopped buying toys.

Based on the 7.9 million grandparents who buy toys, this loss equates to a 3 per cent decrease.

Worse still, those grandparents that bought toys spent on average 13 per cent less than for the same time period in 2011.

Frederique Tutt, Global Industry Expert for Toys at The NPD Group, explains: “Grandparents play a key role in the UK toy market, but they have been spending progressively less on toys since the beginning of the squeeze on consumer spending. Last Christmas grandparents recorded a four-year low in terms of spending on toys. In 2011, grandparents spent £218 million on toys for Christmas, compared to £251 million in 2010. This downward trend could be reinforced again this year.”

As it stands toy purchases made by grandparents represent 22 per cent of all toy sales at Christmas.

Contrastingly, French grandparents are the most generous in Europe, with representing 31 per cent of toy sales in France.


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