This week we are shedding some light on the category “Toys” on Amazon. 💡

Why Toys? The demand for these products is often driven by special occasions such as Christmas and Easter. The sales trend in 2019 and 2020 is very similar. The development shows a small peak right before Easter & a very steep one in Q4, which then declines again right before Christmas Eve.

However, actual sales increased by 37% in 2020 compared to 2019 driven by

  • the shift from offline to online sales due to the pandemic-related shop closures and
  • especially because of the high demand for family games, e.g. puzzles & board games

That is why companies such as Ravensburger or Kosmos reported record results for the past year.

In 2021 sales development looks rather flat – especially before Easter – compared to the previous years. This is only due to the fact that sales in 2021 started out much stronger than 2020:

  • ytd sales are about 20% higher than in 2020
  • sales in the week before Easter are at about the same level as in 2020

Interested in more details & individual analyses?

*metoda original research

Sales Development is powered by metoda Consulting & Market Genius data.