Spanish families’ spending on toys will increase this year, now that inflation has stopped affecting prices and employment remains strong in Spain. Specifically, 32% of families will spend between 100 and 200 euros on these gifts in 2024, compared to 28% who allocated this budget in 2022.
But in order to make the budget stretch further, families are increasingly making their purchases in advance, understanding that the closer they get to the date, the more expensive toys will be. They believe they will find better deals during events like Black Friday or Cyber Monday, both at the end of November. Additionally, there is the uncertainty of finding the desired treat in time.
More than 6 out of 10 (63%) people do their toy shopping between one month and more than one month before the Christmas holidays. According to the Toy Purchase Report in Spain 2024 by ALDI, they do this mainly to get cheaper prices (61%), find the toys they are looking for (56%), and save time and hassle (40%).
Price continues to be a key factor in purchasing decisions: 8 out of 10 families consider it very or quite important. In fact, when choosing a product, the vast majority of parents prioritize the toy fitting within their budget, with 92% stating it as the main reason for their choice.
The price continues to be the determining factor when choosing products
We are spending more, in theory because there are more boys and girls to buy gifts for, but also because the economic situation of households has improved, as can be seen in the Report on Toy Purchases in Spain 2024 by ALDI. Inflation and its impact on prices have shifted from being the top concern and the main reason for increased spending to being third on the list.
The study conducted by the supermarket chain, now in its sixth edition, analyzes toy shopping habits during Christmas in Spain. The report also reveals that one-third of parents closely follow new toy releases. Regarding their preferred method of staying informed, half of them keep up to date through brochures, and 30% prefer visiting stores to learn about the latest products. Additionally, 32% claim to have waited in line to get the toy they were looking for.
The importance of price has helped supermarkets position themselves as a shopping option during Christmas: almost 8 out of 10 families (78%) claim to buy toys at supermarkets during Christmas. The main reason is precisely the price, as it is more affordable to buy in these establishments (26%), followed by the good value for money (22%).
