Survey – Anticipated holiday toy spend consistent with 2013

New York, N.Y. - Just more than half of all Americans (51%) plan to purchase toys as gifts in the upcoming holiday season, nearly consistent with the prior year's intent (50%). Not surprisingly, according to a new Harris Poll of 2,205 U.S, adults, parents of a child under the age of 18 are twice as likely to purchase toys as those without children younger than the age of 18 (82% compared 41%, respectively).

Those with young children (age 9 or under) or tweens (ages 10-12) are more likely than those with teens (ages 13-17) to plan to purchase toys this holiday season (90% and 88% compared to 67%, respectively).

Just 18% of Americans who will purchase toys intend to spend more than they did in the previous year. This number has decreased steadily over the past three years (23% in 2012, 20% in 2013, and18% in 2014). While nearly half of all toy purchasers (48%) plan to spend the same amount on toys as they did last year, nearly one-third (31%) plan to spend less.

Looking specifically at parents who plan to purchase toys, one-quarter (25%) intend to spend more on toys compared to last year; however, one-third (33%) intend to spend less.

Large discount stores remain the most popular supplier for toys, with 45% of shoppers planning to buy at these locations. However, their popularity has decreased slightly from 2013 (47%), with a cumulative six-point drop since 2012 (51%). With 37% of purchasers planning to do their shopping online, this outlet continues to increase year over year, seeing a jump of four points since 2013 (33%) and a cumulative 10-point jump since 2012 (27%).

National toy store retail chains and local, privately owned specialty toy stores are likely to be the least popular toy merchants this holiday season, with just 11% and 4% of purchasers planning to utilize these outlets, respectively.