This year, the Three Wise Men have a Plan B to buy the toys that they will leave under the Christmas tree, and according to the survey carried out by the Cuadrante firm in alliance with Datenbank, a high percentage of Mexican children have asked for toys that they saw. in YouTube or something they found in Instagram Y TikTok.
“Digital platforms are becoming increasingly important in children’s choices when it comes to toys, this is more noticeable among young parents, between 25 and 35 years old, who have seen their children choose gifts in digital platforms, with YouTube standing out in first place (45%) and social networks such as Instagram and TikTok in second place (28%) ”, says Rodrigo Mañón, Datenbank’s chief analyst.
According to the survey, the children who prefer social networks (including YouTube) to find their gifts are those who live in Mexico City (37%), Queretaro (21.9%) and Monterrey (10%).
Although these platforms continue to gain relevance, 40.2% of children in Mexico still choose toys through television; 29.1% when going to the supermarket; and the rest through print media and other options.
What if there isn’t?
“Choosing toys on YouTube can cause the toy that the child asked for not to be found. The Three Wise Men are capable of anything to please the little ones, however, this year we experienced a global disruption in supply chains, which has an impact on toys, therefore, in case there is a shortage in any of the purchase options, they always have a plan B “, indicates Mañón.
54% of those surveyed consider that the safest option when the requested toy is not found is to go for another that is as similar as possible, however, 15% are willing to pay more expensively or for resale; 14% get it more attached to the January dates; 12% convince the child to choose another toy and 5% offer other options.
Regarding the disruptions in supply chains that have affected the arrival of products around the world, Mañón explains that the impact on toys has been partial.
“A little more than half of Mexicans have been able to successfully find the toys that children want for these times, and only 31% have reported that they have had some difficulty with this task. The residents of Mexico City, Monterrey, Puebla and Guadalajara are the ones who have had the most problems finding them ”.
The most wanted
This 2022, the wise men They will bring more construction toys, that is, blocks and complete sets to build. Under the tree there will be 16.4% construction toys and an equal amount of board games; as well as 12.7% of educational toys. Mañón notices a “possible aspirational bias” in this response from the interviewees, similar to when “people respond that they watch educational television and not soap operas or entertainment programs”. Other high penetration categories include fashion dolls and video games, each with 10.9%; action figures with 9.1%; and scale vehicles with 7.3 percent.
Mañón points out that “as a result of the pandemic, toys to build gained a lot of popularity. Also board games, the latter because they are for the whole family and can be shared by more than one child at the same time, which becomes a good option when the Kings want to take care of their budget ”.
This is how the Three Wise Men buy
According to the aforementioned survey, 18% will buy the toys between the first and the fifth of January; 28% decided to make these purchases between November 20 and 30; 25%, between December 1 and 12; 21%, from December 12 to 20 and only 9% between December 20 and 24; while it is not customary to make this type of purchase between December 26 and 31.
“With the exception of some parents under 25, who prefer shopping channels such as Amazon and Mercado Libre, most parents in Mexico buy toys in supermarkets,” concludes the analyst.