Little girls and boys will be a little less spoiled this year. Parents will spend on average 124 euros per child for their Christmas presents, we learn in a survey published this Wednesday by the Kidexpo trade show. This is a slight decrease compared to New Year’s Eve 2022, of 8 euros (-6%).
However, this decrease remains weaker than that observed between 2021 and 2022 (-16 euros, or -10%). A declining budget confirmed by a third of parents, notes the study, carried out by the Générations agency
Behind this decline, we inevitably find the impact of inflation. Frédérique Tutt, toy market analyst for Circana, reported last month “an increase in the average price paid per toy of 5% since the start of the year”. Parents’ “ecological awareness” also plays a role, according to Kidexpo, whose 2023 edition will take place from October 26 to 29 at Paris Expo Porte de Versailles. Two factors “which tend to modify parental behavior,” notes the study. For example, six in ten parents (61%) say they question the need and use before purchasing. Almost the same share reports using second hand (59%), or buying mainly on promotion (57%).
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For professionals in the sector, this planned downward budget is not good news. They rely a lot on Christmas to make up for a difficult year. In September, the Circana firm pointed to a drop in toy sales of 4.1% over the first seven months of the year. “Returning to last year’s level” for Christmas sales and the whole of 2023 “would already be a good result”, indicated Frédérique Tutt, who then said she was “good hope” that “the pleasure side (helps) to regain growth in the last quarter.
Either way, lower spending means fewer gifts. Two thirds of parents say they intend to reduce their numbers this year. On average, it is around four per child, and nine if we add those offered by the extended family (grandparents, uncles, aunts, etc.).
Furthermore, when we talk about Christmas, there are habits that never go away. For example, for children, to try to make a list for Santa Claus. According to this study, more than six in ten children (62%) remain attached to it. And despite the growing importance of screens among young people, the first source of inspiration remains the good old toy catalog (86%), far ahead of television advertisements (51%).
What gifts will we find under the tree this year? High-tech games and toys will, in any case, be the most present on children’s lists. Before the figurines and toys, then the clothes, books and accessories, and finally the board games and creative activities. As for parents, they will favor books and board games, and clothing and accessories for their little ones.
