As Black Friday and the long Christmas shopping weekend approach, families brace for one of the year’s most pressure-filled stretches for wallets. Inflation has left shoppers budgeting more carefully, and many purchases are pushed later as households recalibrate. Retailers anticipate a sales surge in the days leading up to the holidays, with estimates hovering around record-breaking figures for Christmas spending. Consumer surveys predict a notable rise in Christmas expenditure, with the average per person reaching about 393 euros, roughly 13% higher than the prior year (OCU, consumer research). The toy sector, although posting a modest 3% rise in turnover and still feeling the inflationary climate, is counting on December and January to drive the bulk of its yearly business, which accounts for about three-quarters of annual sales.
Early shoppers are already loading up on toys, and one city that signals the trend is Barcelona. A local resident described expecting higher prices due to the inflationary spiral, yet remains budget-conscious, planning to spend a little over 100 euros on educational games and dinosaur figures for nieces and nephews aged five and six. The sentiment reflects a broader pattern: families aim to prioritize meaningful, educational gifts even as costs rise.
Legos and Reborn Dolls
Market observers note that some items are becoming pricier. While many expect to spend about the same as last Christmas, some families may need to reallocate funds or skip pricier options. Lego remains a top draw, along with popular trends like Reborn dolls, which continue to attract significant search interest online. The shift in consumer spending also highlights more careful budgeting as shoppers weigh value against price rises on certain toys.
Store staff observe that overall toy prices aren’t seen as prohibitively expensive, with customers not deterred by small price increases. A Barcelona toy shop employee explains that shoppers still buy core items even when price tags tick upward, underscoring a stable demand for popular toys without dramatic price sensitivity.
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“The bridge was a complete disaster”
Retail activity on the outskirts remains quieter than expected for the holiday kickoff. In the Sagrada Família area, the start of the Black Friday and Cyber Monday rush has been slower than anticipated. One local shop owner recalls sparse foot traffic during the bridge days, while another notes the peak usually arrives after the Feast of the Immaculate Conception, when orders pick up and the work piles in.
This cautious approach reflects a broader trend: consumers timing purchases to stretch budgets and avoid last-minute shortages. Toy retailers report frequent stockouts of hot items as the rush tightens, prompting shoppers to plan ahead and spread purchases over the days ahead of December 25th. Observers note that forward planning helps families avoid disappointment when popular toys sell out.
Decrease in face-to-face purchasing
While the toy industry forecasts are positive, physical stores have seen a steady decline in foot traffic over the past decade. Online shopping, along with large retail spaces, continues to shape the market. The latest survey indicates that only about 29% of consumers plan to buy primarily in person. This shift places new emphasis on a strong online presence, clear product information, and smooth e-commerce experiences as essential to capture holiday sales.
Retailers are increasingly investing in their websites to drive online orders and enhance customer engagement. In a market leaning toward rapid, remote purchases, having an accessible, user-friendly online storefront is essential for brands aiming to thrive during the holiday season and beyond.