New Kidz Global Research Shows COVID-19 Had Positive Impact on Holiday Toy Buying

March 30, 2021 | Fifty-two percent of U.S. parents spent more on holiday presents in 2020 compared to 2019 with toys and games being the main category they were willing to spend more on, according to research prepared by Kidz Global on behalf of The Toy Association.

The new report, “Xmas Presents to Kids,” which provides companies with insights into the shopping habits of their core consumers, is free to Toy Association members and available online.

Looking at key U.S. consumer attitudes influencing holiday shopping, the report examines how kids’ wish lists and brand recognition impacted parents’ purchases in 2020. It also offers further data on the types of presents requested based on a child’s age and gender; the types of gift givers; and the positive impact COVID-19 had on 2020 holiday spending, specifically for toys.

This report is the latest in The Toy Association’s library of in-depth global market research, which includes global insights into markets such as Brazil, China, Japan, and others. Additional new reports from Kidz Global covering brand trends and the “American Kid Consumer” are also available to Toy Association members.

For more information about The Toy Association’s global market research, contact Anne McConnell, senior director of market research and data strategy.