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Price is not the only issue

Emili Alsina, Director, Ediciones Just

  • Key4Communications

There are many doubts about how will the next Christmas season in Spain: weak consumption and declines in sales of toys during the first nine months of the year (13.6%, according to NPD) suggest a difficult holiday season for industries aimed at children. But there are some reasons for being a little more optimistic.
The Pulsometer of the toy sector (a survey among retailers and toymakers to be published in the November issue of Juguetes B2B), offers a very significant statement of Pedro Luna, director of the chain of toy retailers JAC. Luna explains that kids have received toys for Christmas "even during the war." Toys and all products for children have always been a priority, and more during the holiday season, so it is possible that after a year when families have been focused on savings, they will try to do some more shopping in December.

Also, we should keep in mind that children industries are not suffering the crisis as others, because, of course, families work hard so their kids are the least affected by this situation. In fact, toy sales in Spain have registered drops in sales only during the last two years and not four, as other industries, and 2012 might be the first exercise to close with double-digit declines.
The current situation is not easy, but it is also not impossible. These products for kids are considered fundamental, especially at Christmas, and parents are aware that buying quality toys or childcare items is not an expense but an investment. Professionals should not only address to parents concerned about savings, but especially to a consumer who does a more rational shopping, and who is aware of the needs of children and the value of the product they are buying. Price is important, but it is far from the only factor to consider.

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