Wish Lists Build Sales

Make a wish for the holidays that your sales will increase as children include on their gift lists items your store carries. Then go beyond wishing to have it happen.
     By at least one measure, parents are more optimistic than their children about loot on the lists making it into holiday closet hiding: About 62% of kids ages 3 to 11 think they’ll get more toys if they’re well-behaved throughout the year. However, 78% of their parents say they’ll buy the same number of toys regardless of the child’s behavior. That’s according to the “Talking Holiday Toys Survey” sponsored by Walmart Stores and using the GfK Public Affairs & Corporate Communications KnowledgePanel.
     As for the holiday closet, it’s the most popular single hiding place, although with this one, the kids do outfox the parents: About 14% of the moms and dads say the kids found their gifts in advance, while 23% of the kids report having made early discoveries.
     What do the kids think maximize the odds of getting items from the list? Nagging. And the parents agree, calling the technique, “kids asking repeatedly.” So when kids and parents are in your store, provide places and opportunities for the children to emphasize their wishes.
     Your odds of building wish list sales are greater when you’re tracking trends in toys and games. Probably, the die has already been cast for you stocking on shelves the hot toy stocking stuffers. But whatever merchandise you have, you can aim to frame it to fit the themes of these trends, which kicked off last year at the Toy Industry Association trade show:

• Nonstop activity. Kids now like engaging in simultaneous independent play. It’s the difference between Scrabble and Bananagrams. Similar trends include multitasking instead of waiting your turn, cooperative play rather than independent play, and game rules which emphasize speed. 
• Internet influence. The tangible integrates with the virtual. More toys work with apps, and virtual world games allow for online links. Another strand is the increase in the number and variety of miniature versions, reflecting the consumer’s attraction to the portability associated with mobile electronics devices. 
• Exercise. Adults are listening to the warnings about childhood obesity and so want items which encourage physical activity. There are more sports, dance, and active role-play offerings. Still, brain exercise is all the rage, as well. Tell how your merchandise and services foster logic and strategic thinking. 

Click below for more: 
Look to Toys & Games for Retailing Trends 
Distribute Worksheets for Child Consumers 
Convince Kids that Healthy Has Authority