Toy Shoppers Will Put Retailers to the Test This Holiday Season
Retailers seeking to solidify the market share they captured after the bankruptcy of Toys “R” Us will walk a fine line this holiday season. Stocking the wrong products or too few of the right ones could send shoppers to the competition, while last-minute orders will put delivery guarantees to the test. Walmart, Target, and Amazon have the most to lose – and to gain – from their performances in this category.
It’s a category where delivery dates are critical, last minute orders are common, and a toy that a parent will pay double for (and even pay for shipping!) on December 23 becomes a cancelled order if it isn’t under the tree on Christmas morning. And there is no social media wrath like that of a parent who doesn’t receive an ordered toy in time for Christmas.