If you blinked this year, you may have missed some of the vast changes in the youth gift space. Toys ‘R Us is shuttered, but expected to be back via pop-up stores and with Geoffrey displays in Kroger aisles over the holidays. There are even rumors that some TRU stores may re-open next year, at the same time FAO Schwartz may be re-expanding into brick and mortar spaces. Beleaguered Sears isn’t publishing a Wish Book for 2018, which it issued every year from 1933 to 2011, and again in 2017. It’s effectively the demise of an 85-year-old tradition.
That’s not to say that nobody will be buying kids presents this year. On the contrary, holiday spending is expected to top $1 TRILLION in the U.S. If traditional toy stores and catalogs are in decline, how is everyone spending all of that money?
For one, ecommerce continues to gain traction, even with the youngest kids, who are shopping online significantly more than they did even last year. Given the choice of where to spend $100 on a gift card, youth most often choose Amazon or Target, where their purchasing dollars can go towards a wide range of goods.
In terms of specific gifts, youth of all ages and both genders want the latest smartphones (perhaps to aid their online shopping), and teens in particular are craving Apple Watches. Male kids are asking for more shoes.Teen girls are asking for art supplies this holiday season, instead of the cold, hard cash they wanted last year.
Less than three in ten kids are still writing letters to Santa, while tweens and teens are more likely to just tell their parents what they want or beef up an online wish list (like Amazon).Time is marching forward in gift-giving to youth, and smart brands are staying ahead of it.
Learn much more about what kids, tweens, and teens are feeling about this holiday gift season in our 2018 Holiday Wish List infographic. Download it by clicking on the image below!
*Source: eMarketer (November 2018)