The main thing is the giving. Parents in Germany are prepared to spend quite a bit for gifts for their children. In the past year, they planned 131 Euro on average for each child, according to the results of the Christmas survey 2017 of My Toys. At 76 Euro, the lion’s share went to games and toys. However, parents spend slightly more money on toys for boys: 82 Euro on average. In contrast, girls receive toys worth approx. 69 Euro. Girls of course also tend to be more pleased with non-toy gifts, such as books, clothing, accessories or such. Children don’t only receive gifts from parents, but also from grandparents, aunts and uncles, as well as from godparents.
Writing a wish list in any case pays off for kids. This is because, according to the study, their wishes are the most important source of inspiration for buying gifts, even more than suggestions from the Internet or discoveries when Christmas shopping in the stores. As Christmas shopping tends to be more the mother’s task, manufacturers and traders must always also address the considerations of the mother – and this all the more, the younger the child is.
Given the for the most part optimistic consumption mood, manufacturers and the trade can once again look forward to good Christmas business this year. The purse strings may be even a little looser in comparison to last year. According to Deloitte Christmas Survey 2018, it is primarily the stationary trade that should profit from this: 68 percent of consumers wish to buy gifts in traditional brick and mortar stores. The only interesting question remaining is, what will ultimately lie beneath the tree, to be marvelled at by the gleaming eyes of children?
Let’s wager a forecast. Four trends can be distinguished for children 4 and under.
Gift trend 1: Learning with nature
Very popular with parents and grandparents are educational toys and books that playfully promote cognitive and motor abilities, while at the same time conveying knowledge about nature. For example, the My Fairy Garden play sets from Tomy: with them, children can very easily design magical gardens for fairies and unicorns, and at the same time learn a lot about flowers and plants. Or the ““Auf dem Land” threading game from Haba: with it, the little ones playfully get familiar with the animals and plants on the farm. The game stimulates the child’s imagination with its lovingly designed figures.
Gift trend 2: Interactive toys
The rooms of even the smallest children are no longer imaginable without smart toys. Before things get really digital, the little explorers get started with beginner games like the BlaBlaBlocks from Vtech. The blocks, nominated by the German association of toy retailers (BSV) as a “Top 10 Toy 2018”, are suited as building material for stacking artists and make all kinds of funny sounds. Even more interactive is the Toniebox from tonies. Children love the varied stories of the colourfully and lovingly designed audio system, which has in the meantime become a real classic.
Gift trend 3: Nostalgia & classics
Nostalgic rocking horses like that from Pinolino, wooden toys like the Kullerbü Kringelbahn, as well as classics like stuffed animals, model railways and doll kitchens are always in demand and are brought onto the market even today in constantly new variants . Many parents and grandparents are reminded by them of their own childhood, and perhaps this is why they enjoy unabated popularity.
Gift trend 4: Fun, fun, fun
Do games actually always have to be educationally valuable and promote children’s talents? Toys should above all be fun. This is probably the most important gift trend of the year, and an impulse for manufacturers and traders to also emphasise the aspect of “just for fun” in presentations and advertising. Because all families wish for bright-eyed offspring playing happily in the Christmas season.
Which gifts are especially in demand in your business? With what wishes do parents and children come to you? Are you satisfied with your Christmas business? We look forward to hearing from you and wish you and your family happy holidays.