Stickers and building sets help drive toy sales ahead of Christmas rush
Toy sales in the UK are experiencing a 10-year high, driven by traditional items like stickers and building sets despite cost-of-living pressures. The market is also seeing growth in the 'kidult' sector, where adults purchase toys for themselves.
Why it matters
Provides insight into consumer behavior and retail trends during the critical holiday shopping season.
Image source, AnnaStills/Getty Images By Kevin Peachey Cost of living correspondent Published 28 minutes ago Traditional games and stickers are helping to drive a bumper year for toy sales, figures show.
The data comes ahead of the crucial Christmas run-in for retailers, which peaks at 23 toys sold every second in the UK.
The number of toys sold up to October was 17% higher than the same period last year and growth is at a 10-year high, according to research company Circana.
The increase comes despite consumers' cost-of-living pressures, and there are signs that some of the biggest growth in sales is for toys priced between £5 and £10.
Despite relatively low sales in recent years, the toy sector has been buoyed by sales to "kidults".
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