RMC FIGURE. The price of a toy at Christmas is 17.67 euros on average this year, according to the Circana firm. A stable price for the first time since 2021.
The average price of toys is stable for Christmas: 17.67 euros on average, according to the Circana firm. The slowdown in inflation is therefore evident in the toy sector. This is the first time since 2021 that this average price of toys has been stable.
The panelist calculates this amount on all toys since January, compared to the same period last year. Prices fell a little (-2.8%) as Christmas approached. This is good news for the French wallet.
Beware of shortage risks
The prices of toys are no longer rising and the French budget is also stabilizing at 100 euros. But these amounts are averages and hide significant differences. In short, “there is something for all budgets”, recalls the toy specialist from the Circana firm, Frédérique Tutt.
“We have a slightly different mix of products. That is to say that for children, we will have compressed demand, with average prices a little lower,” she explains.
“But, conversely, we are seeing growth in the ‘kidult’ segment, these adults who buy toys for themselves, continues Frédérique Tutt. There, we have good prices. So it all adds up to a whole which explains that the average price is completely stable compared to last year.”
The most striking example of these toys for adults is the star product on the shelves at the end of the year: the Lego model of Notre-Dame de Paris which has been selling well since the reopening of the cathedral. Purchase price: 230 euros.
Beware of the risk of shortage, warns the specialist. The French are increasingly making their purchases at the last minute, especially this year. A real real supply challenge for distributors.
