NPD: Christmas Eve could boost toy market by £24 million

The extra day of shopping created by Christmas Eve falling on Saturday, set to boost sales.
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Research experts at the NPD Group are predicting that Christmas Eve falling on a Saturday this year will effectively give consumers an extra shopping day before Christmas and deliver a £24 million bonus for the UK toy industry.

Although the the UK being the fourth largest toy market in the world, with a value of £2.9 billion, NPD says that while sales of toys for the year to November were up by more than 1.5 per cent, compared to last year, the toy market has been flat, in what is regarded as the peak season, from October until the end of November.

As a result, the extra shopping day should provide a boost to the industry, as Christmas trading represents 35 per cent of the annual turnover and is worth £1bn in sales revenue.

Commenting on the implications for the market, Frédérique Tutt, industry analyst for NPD EuroToys said: "An extra day for Christmas shopping couldn’t come at a better time for the UK toy industry, as we have seen a £3 million decline in sales since the beginning of October, compared to the same time last year.

"The last time Christmas Eve fell on a Saturday was in 2005, when the market benefitted from an extra £24 million worth of sales in the last week before Christmas. If the same happens this year, it will more than make up for the flat market during the autumn."

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