Nature of Specialty Shopper Revealed in TIA Report

U.S. Toy Industry Association

A new consumer study commissioned by the U.S. Toy Industry Association under its on-going educational services program is now available on line.

The study, titled The Toy Specialty Shopper: Perceptions and Behaviours of Toy Specialty Shoppers, was conducted and compiled by The NPD Group, a much-respected U.S.-based research and market analysis firm.

Available online and free to TIA members (US$295 for non-members), the in-depth report covers consumer usage and perceptions of the toy specialty channel, including:

  • A profile of the toy specialty shopper;
  • Key attributes of toy stores that drive consumers to shop there as well as barriers that keep some consumers from shopping in these stores;
  • Toy Specialty Shopper Report from NPD GroupToy purchase planning and spending;
  • Practices (once a toy specialty store has been selected), such as reasons for selecting a particular retailer, amount spent, categories of toys purchased by age and gender, use of incentives when shopping, and other behaviour while in the store;
  • Cross-shopping behaviour by channel, including the influence of online shopping, and changes in behaviour compared to a year ago.

A TIA spokesman says, “The report will provide ideas and ways for retailers to drive traffic to their stores.”

To access the report, visit the Toy Industry Association and for more information about this report or other educational services, contact Anne McConnell, TIA senior director, Market Research & Data Strategy.

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