The NPD Group: “Toy Story” of Strong Holiday Sales Continues through Cyber Monday

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Retail dollar sales for toy category up 23 percent for 2013 Cyber Monday week compared to same week 2012.

Retailers are increasingly catering to toy buyers’ desire for choice of an online and brick-and-mortar shopping experience, whether it’s offering online price matching, free store delivery, or special online cyber sales.

According to retail sales data from global information company The NPD Group, the toy category in the U.S. performed exceptionally well during the Cyber Monday week (12/01/2013 through 12/07/2013), with dollar sales growing 23 percent compared with Cyber Monday week 2012 (11/25/2012 through 12/01/2012). For the combined Black Friday and Cyber Monday weeks*, NPD reports that toy sales are up 12 percent on a dollar basis compared with last year’s sales. These sales trends include both online and brick & mortar channels.

“The importance of the online channel to toys is increasing,” said Russ Crupnick, senior vice president, industry analysis, The NPD Group. “Based on trends observed from NPD’s Consumer Tracking Service, we would not be surprised if more than 20 percent of fourth quarter toy revenues come from the online channel. Retailers understand this and are increasingly catering to toy buyers’ desire for choice of an online and brick & mortar shopping experience, whether it’s offering online price matching, free store delivery or special online cyber sales.”

The NPD Group noted that all 11 super categories it tracks in the toy sector experienced positive dollar sales growth during the period covering Black Friday and Cyber Monday weeks. Those with the highest growth, and their respective change in dollar sales compared with Black Friday and Cyber Monday weeks 2012:

  •     Plush……………………………...34 percent
  •     Youth Electronics..…………32 percent
  •     Arts & Crafts………………….26 percent
  •     Outdoor & Sports……………18 percent

These results reflect brick & mortar and online sales combined.

“After a positive result for Black Friday week, it is encouraging to see toy sales maintain momentum into Cyber Monday week,” said Crupnick. “In 2012, toy shoppers waited until the last two weeks of the holiday before filling their toy boxes- the industry should be feeling better this season, perhaps thanks to a shorter shopping season, but improved online strategies by retailers appear to be helping as well.”

*Source: The NPD Group, Inc. / Weekly Retail Tracking Service/ Black Friday 2012 week was 11/18/12 through 11/24/12; Black Friday 2013 week was 11/24/13 through 11/30/13; Cyber Monday 2012 week was 11/25/12 through 12/01/12; Cyber Monday 2013 week was 12/01/13 through 12/07/13.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit and Follow us on Twitter: @npdtech and @npdgroup.

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