Many consumers were taking advantage of the bargains available and New Year sales to purchase replacement goods and essentials rather than treating themselves to extras.
However, as clearances ended, growth did begin to slow.
Within the toy market, December saw a strong growth in volume as parents were reluctant to let children down at Christmas. This was helped by the large number of sales throughout December and led to a volume growth of seven per cent for 2008, putting the market on a steady footing going into 2009.
The average price fell again for the third January in a row as sales and special deals continued to dominate the market place, as well as many pocket money items performing well. Among the 11 Supercategories, All Other Toys grew in value, up seven per cent – driven by strong growth in pretend play and musical/educational toys. Action figures, outdoor and sports toys and plush all saw some volume growth in January.
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