Wednesday, 28 October 2020 23:47

Big kids: eBay reveals 'Aussie Dads will buy their children gifts they secretly want this Christmas'


It’s not just fun and games for kids this Christmas, as more 56% of Aussie parentsare expected to buy their children toys they secretly want to play with, according to new research from eBay, with 62% of Dads the main culprit.

On top of being swayed by their own interests, eBay notes the obvious impact of COVID-19 as another factor affecting parents’ Christmas gifting decisions.

After all, following months of entertaining children at home, toys that offer longevity (47%) and affordability (50%) are set to be favourites for parents this year, which is why eBay says "Baby Alive: Baby Grows Up" and "Little Live Pets Scruff-a-Luvs Secret Scents" have made it on to the top toys list.

Lonergan research, commissioned by eBay, surveying 1045 Aussie parents with 0 to 12 year olds over 1 to 12 September 2020, is where all these figures are coming from .

eBay Australia’s Head of Communications, Sophie Onikul said: “It’s no surprise affordability is a key factor influencing presents under the Christmas tree this year. with more than a third (37%) of parents admitting they plan to spend less on gifts due to COVID-19.

“Christmas is an expensive time – parents are predicted to spend an average of $1843 on gifts per child. It’s been a tough year, which is why eBay’s helping ease the financial pressure by offering great deals across a range of must-have gifts to suit different budgets. The kids might have to challenge Dad to get a look-in though!”

Using shopper data and identifying purchasing habits through research, eBay’s toy experts have identified three trends for Christmas:

1. Gifts that keep giving:

Toys that require nurturing and encourage patience are in demand as almost half (42%) of parents believe their children will lose interest in their Christmas gifts within a month. eBay research also reveals 21% of parents have found their child’s attention span has shortened due to the impacts of COVID-19. That’s why eBay’s hottest toy of 2020 is the "Little Live Pets Gotta Go Flamingo" that not only sings, dances and eats but also comes equipped with a toilet for when it has “gotta go”!

2. Diversity:

Four in five (83%) parents think it’s important toys encourage diversity and inclusion. This year eBay expects the Barbie Fashionistas Dolls range - which features dolls with physical disabilities, different skin tones, hairstyles and body types - to be popular. Since June, eBay has already seen this trend grow with a 173% rise6 in sales of Barbie dolls with petite, curvy or tall attributes.

3. Back to basics:

  • Building toys: Construction and brick toys are set to top toy lists (41%) as families look for toys that involve spending time together (26%) and encourage mindfulness and calm (20%). Classic LEGO is in huge demand spurred by the popularity of TV series LEGO Masters inspiring both kids and adults to get creative. The LEGO Super Mario Adventures with Mario Starter Course 71360 and the LEGO DOTS Jewellery Box 41915 are expected to be big under the tree this Christmas.

  • Board games: Following their success of helping beat boredom during lockdown, 31% of parents are likely to buy their children a board game for Christmas. Popular contenders include Operation Pet Scan - a twist on the original version of Operation - that can be enjoyed by the whole family.

  • Puzzles: Slotting into wish lists this Christmas are puzzles with a third (33%) of parents considering this budget-friendly option. Following the nationwide lockdown earlier this year, eBay saw a 787% increase in puzzle sales. The Clementoni Mystic Tigers 1,000 Piece Jigsaw Puzzle is eBay’s top puzzle pick for all the family.

  • Arts and crafts: Activities that encourage mindfulness and creativity have seen arts and crafts return to the top toy list with sales growing by 128% year-on-year during lockdown. eBay expects Play-Doh Kitchen Creations Drizzy Ice Cream Playset to be a big hit with youngsters this festive season.

“Last year we saw a trend for educational STEM toys top the charts, however as the boundaries between home and school life have blurred, this category is not as popular for Christmas 2020.

“Classics such as building toys, arts and crafts, board games and puzzles are still sought-after following a surge during lockdown. These are great value for money and offer families a way to bond away from screens,” added Onikul.

Naturally, eBay has a promotion to help shoppers get organised for Christmas, with the company offering "20% off across thousands of this year’s hottest toys as well as amazing eBay Plus exclusive deals throughout the festive season from 10am, Wednesday 28 October" - which means the deals are available right now. 

eBay also wants to remind us that "eBay Plus is a shopping membership that unlocks free express metro delivery, free returns and huge savings amongst other benefits for just $49 annually. New members can sign up for a free eBay Plus 30-day-trial here".

So, watch out Big W, Amazon, Toys R Us, Toymate and everyone else - eBay wants you to be under no illusion that shoppers can definitely find all the top they they want at the eBay toy store, and they even have a hashtag at the ready - #ChristmasWitheBay.

Here is eBay's infographic with more information:

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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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