This holiday season toys will be one of the most popular gift category as retailers gear up for shoppers to hit their online and bricks-and-mortar stores, according to the Amazon Holiday Insights Report from 360pi.
Building sets were at the top of the list as the most searched toy category, 360pi found. The top three searched toy brands this holiday season are Lego, Fisher-Price and Hasbro.
Lego represents one quarter of the top 25 searched toys and is the brand with the most products; Lego is featured on the top holiday toys lists from Amazon and Target, but not Walmart.
Pricing of the Lego brand is consistent in that there is very little price variation between Amazon, Walmart and Target, the report stated. A full 92% of the top searched Lego products were found to be priced within 1% by these retailers.
360pi speculates that this is an indication of strong brand positioning and Lego’s role as a key anchor in steering customer price perception of the category at large.
When it comes to pricing competition on top searched toys, Amazon offers the lowest price with 93% of its prices on top searched toys being either lowest or the same as the lowest before shipping, for products that were in stock as of Oct. 21.
For the same sample, 87% of Walmart’s prices on in-stock products were the lowest or the same as the lowest, as it continues to be Amazon’s most aggressive price competitor.
360pi determines market demands based on keyword search volumes, consumer ratings and number of reviews, along with marketplace sellers and positions on Amazon.