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Brand View’s Christmas Toy Tracker Conclusion

By Chris Elliott

Since the end of September, Brand View has been tracking the price and promotions across the Top Ten Toys for Christmas across selected retailers*. This final part of our Christmas Toy Tracker will examine the key changes that have occurred over this period of time.

Since the start of tracking the toys, Argos have had the highest promotional intensity across the retailers, with 76 promotions during the period, compared to two within Asda Direct.

Total number of promotions across selected retailers

It is the Save Amount mechanic that has been the most popular this year, accounting for 83.6% of the total promotions run in this period.

Percentage of promotional mechanics across Top Ten Christmas Toys for Christmas

There have been rewards for those parents who have waited to buy, with a decline in average shelf price of £8.27 over the period.

Average shelf price of Top Ten Toys for Christmas

Overall, the run up to Christmas has certainly seen a battle of price and promotions within the Top Ten Toys for Christmas, while the manufacturers compete to become the most sought over toy of 2014. Price appears to have been the driving factor in getting parents to purchase, with both the falling average price and Save Amount promotions being used to secure sales.

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*Selected retailers include: Argos, Toys ‘R’ Us, The Entertainer, Tesco Direct, Asda Direct, Very, Littlewoods, Harrods & Smyths Toys.

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