As more and more consumers move online to look for and buy toys, it’s clear that placement is important whether products are on shelves or on screens. Recent data from Profitero shows that 70% of consumers never click past the first page while shopping online. In fact, the research found that winning page-one placement for top keywords can double sales.
The Dublin-based e-commerce performance analytics platform has released a new study examining the online retail landscape in the wake of Toys “R” Us shuttering. The e-commerce toy story: How to win in the new Amazon-dominated toy market surveyed 1,000 consumers over the age of 18 across the US and UK, and found that Amazon was listed as the top overall retail destination for 33% of US consumers and 40% of UK consumers.
When focusing on toys and games, specifically, Profitero reported that 77% of US shoppers and 70% of UK shoppers start their search for toys on Amazon. Additionally, the majority of consumers stay online to make their purchase, with 70% in the UK and 56% in the US reporting that e-commerce is their preferred channel for shopping.
The survey found few shoppers search online before purchasing in-store (only 16% in the US and 14% in the UK). In its report, Profitero concluded that the convenience of buying online outweighs consumers’ desire to see, touch or play with a toy before purchasing it. Additional important factors for consumers when shopping online for toys include having a detailed description, as well as multiple product photos and reviews. In Q4 2018, the average best-selling products in Amazon’s toys and games category featured six images and 1,718 reviews.
And whether shopping takes place online or in-store, Q4 is still a crucial time for toys (even if industry experts argue it’s not a sound business model). According to Profitero, more than half of all toy sales on Amazon (in both the US and the UK) occur in the fourth quarter. Cyber Monday, in particular, was found to be a driver for Amazon’s toys and games category in the US, with a sales spike of 3.4 times the category average. Black Friday, on the other hand, produced a sales spike of 2.3 times the category average. Amazon did not disclose revenue from the 2018 shopping holiday, but reported that customers ordered more than 180 million items over the five days starting with Thanksgiving and through Cyber Monday.
Profitero’s survey was conducted over a five-day period in May 2019, and focused on consumers who had purchased toys at Toys “R” Us in the last 12 months (the survey further filtered participants for consumers who had shopped online for toys in the last six months). The report also featured data from outside sources like Swiss financial services company UBS, which estimates that online sales for toys are growing as much as three times faster than those for brick and mortar retailers. eMarketer, meanwhile, anticipates Amazon’s toys and games category will grow 23% this year.