The “boom” of the online toy business as a result of the coronavirus pandemic has begun to fade. Sales through this channel were approximately 36% during the year just ended, compared to 43% just a year ago.. Many consumers, who preferred this way because of the restrictions in the stores and the fear of contamination at that time, have now turned to face-to-face stores, and this is reflected in the statistics. The toy industry of the province is It is confident that it will increase its turnover by close to 4%, thanks to the traction recorded in the final phase of the campaign.Because inflation caused families to wait until the last moment to make their purchases.
Online toy sales have been a phenomenon that has grown steadily in recent years, in line with the changes in commercial trends affecting all sectors. But the outbreak of the health crisis has caused an unusual uptick in this channel, which began in the most difficult moments of quarantine. Special stores had to close because the toy was not among the products deemed necessary. parents had no choice but to turn to the internet to purchase products to entertain their children.
Despite later reopening, online channel sourcing remained very common among consumers due to business restrictions and fears of contamination. Actually the jump was amazing, because It increased from 20% of internet sales in 2019 before the pandemic to 40% in just one year and 43% in 2021..
However, these increases found the turning point in the new year. While definitive figures are not yet available, data handled by NPD consultancy and the Spanish Toy Manufacturers Association (AEFJ) suggest that the rate may have dropped by around seven points. José Antonio Pastor, president of the industry’s employers’ association, said: “After the exaggerated rise we’ve had over these two years, it made sense that the trend was down with a return to normal. The volume of online sales is here to stay, but it’s also It was expected that some of the buyers would decide to return to the stores.as in this last campaign”.
campaign balance
After a few weeks of uncertainty, a campaign that closed positively for the sector thanks to the last-minute vigor of commercial activity. According to Pastor, “We attended the year where seasonality was probably most pronounced. 50% of the sales made throughout the year were concentrated in the last month.And in a special way, during the same week of Three Kings, it’s a busy period when stores are seeing a lot of activity”.
For Pastor, this phenomenon is closely linked to inflation. In his words, “Household economy very stressed due to increase in spending. Everything from electric to gas went up in the shopping cart, so families left the toys for last.”
In the absence of official data, it is estimated that sales in the domestic market will grow by close to 2%, while exports, which perform better, will increase by about 6%. If these expectations are confirmed, the increase in the turnover of the companies in the province will be close to 4 percent. 470 million €. Approximately 40% of the total corresponds to foreign sales. At the national level, the calculations point to a turnover of 1,645 million euros, with a very similar percentage in terms of exports.
And for example, a button. The companies have yet to settle their accounts, but José Miguel Toledo, managing director of Famosa, also speaks of an increase in business activity in recent weeks, which makes them confident to “end with slight growth over last year”. . “It’s been a very complicated year due to cost increases and supply chain challenges, but we still hope to maintain results,” says Rafael Rivas, managing director of Miniland.
So how is 2023 presented? José Antonio Pastor, director of the AEFJ, foresees complications as a result of the uncertainty that reigns at all levels. “The only positive element – he emphasizes – is that strong activity of distribution in recent weeks will have served to deplete stocks.so there will be more sales prospects at the beginning of the year”.
Source: Informacion
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