NPD Reports 5 Percent Hike in U.K. Toy Sales at Easter

The NPD Group has reported that traditional toy sales in the U.K. during the two weeks of Good Friday and Easter 2010 experienced a 5 percent increase in revenue. Toy sales during Good Friday week soared by 30 percent versus the prior week, which is not a

April 6, 2018

"This time period represents an average of 3 percent of annual toy sales, like a 'little Christmas' for the toy industry, and a welcome opportunity to increase sales and footfall during spring," says Jez Fraser-Hook, U.K. toys director at NPD Group.

Properties experiencing the most sales during the week of Good Friday were Star Wars, Ben 10 and Toy Story—all seeing sales increase by more than 50 percent versus the prior week.

NPD found that toy specialists and mixed retailers conceded market share in 2010 to the grocery channel. Grocers' share of the two-week Easter peak went up from 28 percent in 2009 to 37 percent in 2010; a strong performance against their annual 30 percent share of U.K. toy sales. According

to NPD Group's Retail Tracking Service, Grocers raised their average price by 11 percent during Good Friday week (versus the prior, non-holiday week).

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