A family-oriented festive period will mean a return to traditional toys and games, says Richard Brasher, commercial and marketing director (pictured).
Brasher also estimated that Tesco currently holds 15 to 16 per cent of the total toy market.
For this reason, Tesco is displaying toys, video games and other impulse buys in prominent positions in-store, alongside Christmas decorations, during the run-up to December 25th.
Tesco is this year focusing on family entertainment and trials of its new catalogue shopping scheme.
Brasher added: "Consumers would be returning to a traditional family event this year. The space allotted for Christmas has increased by five per cent, and in key sectors as much as 20 per cent."
The new store design moves non-food items out of strict aisles, with clothing separated by tall partitions, creating an effect similar to that in a department store.
Tesco’s top Christmas toys: ·
Toy Story Space Ranger Buzz Lightyear
Lego Star Wars Imperial Star Destroyer
Kung Zhu Hamsters
New Bright Velocity Buggy
Beyblade Battle Tops
Little Miss Sunshine doll
Moxie Doll and Furniture Set
VTech Kidizoom camera
Children’s Christmas costumes for nativity plays are also expected to be popular. A new Virgin Mary costume was featured for girls that includes a free plush Jesus for £8.
Tesco is also trialling a new type of shopping collection for non-food items in its new Wembley store.
Customers examine products on display, and then buy through an Argos-style laminated catalogue, touch screen and collection desk. Consumers can also shop online and collect or arrange delivery.
Tesco expects the biggest shopping day to be December 23rd, with the retailer taking particular interest in data from December 2004, the last time Christmas day fell on a Saturday.