Who Buys the Most Toys?

According to Statista Consumer Insights, around one-fifth of consumers in the United States have purchased goods from the ‘toys and baby products’ category in the last twelve months. Online and offline channels are roughly on a par in this regard. However, there are significant differences between age groups, as the Statista chart shows. The proportion is particularly high amongst respondents in the 30 to 39 age group. There are demographic reasons for this. According to figures from the Centers for Disease Control and Prevention, women are almost years old when they give birth to their first child; men become fathers for the first time at an average age of 31. In contrast, interest in this product category declines significantly from the age of 40 onwards. In general, however, ‘toys and baby products’ is a comparatively weak segment. The top three online consumer goods are ‘clothing’, ‘footwear’ and ‘food and beverages’. In brick-and-mortar retail, on the other hand, ‘food and beverages’, ‘clothing’ and ‘shoes’ lead the way.