• by Jack Loechner , Staff Writer @mp_research, December 9, 2010

Results of a recent Harris Poll of 3,084 adults show that 53% of Americans say they are planning to purchase toys as gifts this year while two in five say they will not, and 7% are not sure. As might be expected, almost three-quarters of those in a household with children (73%) say they will purchase toys as gifts this year.

Toy Purchase Planning (% All adults)
			Child in household
	Total 2010	Total 2009	Households with children	Households without children
Will purchase (net)	53%	54%	73%	44%
Definitely will purchase	24	26	39	17
Probably will purchase	29	28	34	27
Will not purchase (net)	36	40	20	49
Probably will not purchase	19	18	12	22
Definitely will not purchase	21	18	9	27
Not sure	7	10	6	7

The economy is still taking its toll on holiday spending. While 44% of toy purchasers say their spending will be no different than last year:

• 37% say they will spend less than they did last year
• 15% say they will spend more than they did last year

Among those toy purchasers with a child in the household:

• 23% say they will spend more than they did last year
• 36% say their spend will be no different
• 41% say they will spend less than they did last year

Holiday Toy Purchasing Spend Compared To Last Year (% of Those Who Will Purchase Toys)
		Child in household		Household income
	Total	With children	Without children	≤$34,9k	$35k -$49.9k	$50k -$74.9k	$75k+
More than last year (net)	15%	23%	10%	9%	16%	22%	17%
Much more than last year	5	9	2	2	2	6	7
Somewhat more than last year	11	14	8	6	14	17	10
No different than last year	44	36	50	41	39	39	49
Less than last year (net)	37	41	35	47	42	35	31
Somewhat less than last year	25	28	23	29	29	24	23
Much less than last year	12	13	12	18	13	11	9
Did not purchase toys last year	3	1	5	4	3	3	3
Source: Harris Interactive, November 2010

Books, video games and board games will top the list of toys children will be unwrapping this holiday season.

While children's books top the list for what both 41% of men and 46% of women will purchase, there are some differences in gender purchasing. Men are more likely to purchase games for consoles (36% vs. 27%), video game consoles (16% vs. 9%) and, not surprisingly, sports equipment (29% vs. 12%).

Types Of Toys To Be Purchased This Year (% Of Those Who Will Purchase Toys; Multiple Responses Allowed)
		Child in household		Gender
	Total	With children	Without children	Men	Women
Children's books	43%	50%	38%	41%	46%
Games for consoles	32	43	24	36	27
Board games	32	43	24	31	33
Dolls	26	33	21	25	27
Arts and crafts	29	35	24	27	30
Building blocks and bricks	22	28	18	24	20
Sports equipment	21	29	15	29	12
Handheld electronic games	20	28	14	23	16
Game consoles	13	23	6	16	9
Something else	31	36	27	27	35
Not sure	21	13	27	22	21
Source: Harris Interactive, November 2010

And, over half of toy purchasers will be mostly shopping for toys at large discount stores (54%), while 23% will mostly shop online for toys this year. One in ten will mostly shop at a national toy retail chain store while 5% will shop at a local, privately owned specialty toy store.

Where Toys Will Be Purchased This Year (% Of Those Who Will Purchase Toys; Multiple Responses Allowed)
		Child in household		Gender
	Total	With children	Without children	Men	Women
Large discount store	54%	55%	54%	48%	61%
Online	23	24	22	27	18
National toy store retail chain	11	11	11	14	8
Local, privately owned specialty toy store	5	6	4	5	5
Other location	6	4	8	6	7
Source: Harris Interactive, November 2010

The report concludes that, while the holiday season is a joyous time for so many, it is an especially happy one for the children. And, one of those reasons is that if they were good boys and girls, their holiday wish lists get answered. This year, books and games are top for purchasing so hopefully those are on the top of the wish lists!

For additional information from Harris Interactive, please visit here.