December is known as Safe Toys and Gifts Month. And since it’s the month that’s known for copious amounts of gift shopping, it’s certainly a time when people may show concern for the safety features of their purchases, particularly when it comes to toys and other items intended for children. So how important is toy safety to consumers? And what factors do they use to determine safety?
In Ask Your Target Market’s latest survey, 78% of respondents said that they either have bought or plan to buy holiday gifts this year. Of those shoppers, 7% said that all of their holiday purchases include toys. 13% plan to mostly buy toys. 15% said about half of their gift purchases include toys. 28% plan to purchase at least one toy this holiday season. 36% don’t plan to buy any. And 2% were unsure.
In general, 85% of shoppers said that safety is an important factor to them when considering toy purchases. 68% said that they just use their own common sense to determine whether a toy is safe or not. 55% pay attention to the news and recall announcements. Another 55% look at the parts and materials. 52% consider the company’s reputation when determining toy safety. 28% look into official certifications. And 27% ask around.
There are plenty of different toy brands for shoppers to consider. Respondents named Fisher Price as the top brand for safe toy purchases. Other popular safe toy brands include Mattel, Hasbro, Lego, Playskool, Tonka and vTech.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on December 21 via AYTM’s online survey panel.