The FINANCIAL — Just as we finish packing up our Halloween costumes, it seems it’s already time to start gearing up for the next round of holidays. And though children may be sad to see their trick-or-treating candy piles dwindling, they can rest assured that more goodies are on the horizon. Nearly six in ten Americans (58%) are planning to purchase toys as gifts this holiday season, a seven point jump from last year’s 51%.
Moreover, among those planning a toy purchase, three in ten (30%) say the total cost of those gifts will add up to more than last year (up twelve points from 2014). Just over one-fourth (27%) say they’ll be spending less than last year, down a bit from 31% in 2014, while four in ten (40%) anticipate their spending will be “no different than last year” (vs. 48% in 2014).
These are some of the results of The Harris Poll of 2,225 U.S. adults surveyed online between October 14 and 19, 2015.
Another group of family members should also be looking forward to getting something special this season. More than four in ten Americans (43%, up six points from last year) – and six in ten pet owners (61%) –plan to buy presents for pets this holiday season. It is also worth noting that even among those without pets, 16% plan on buying a present for a pet.
But who’s really doing the spending?
As one might expect, most (86%) parents with children under 18 living at home plan to buy toys as gifts this year, though it’s worth noting that 45% of those without minors at home plan to do so as well. Meanwhile, the younger the children the more likely parents are to be showering them with gifts this season. Parents of children 9 or under (92%) are the most likely to make toy purchases, as compared to those who are parents of tweens (ages 10-12, 84%) or full blown teenagers (ages 13-17, 77%).
Popular purchases
So what might these lucky children receive? Children’s books (perhaps one by younger Americans’ favorite author) top the list of planned purchases (45%), followed by arts and crafts supplies (36%), dolls (34%) and console video games (32%). Three in ten each will be bringing home board games (30%), and/or building blocks and bricks (30%).
Another quarter (25%) plan to present sports equipment as a present this year, while 21% are looking to give handheld electronic games (21%) and 16% plan on giving game consoles (16%).
Large discount stores win again
Where will all these gift-givers be shopping? Nearly half (47%) plan to shop at large discount stores, while over a third say they’ll surf for gifts online (36%). Less than one in ten each plan to buy presents at national toy store retail chains (9%) or local privately owned specialty stores (5%).
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