Parents' buying decisions are primarily influenced by their children's preferences.

Pester power, longevity and brand love are the key ingredients when it comes to making a purchase.

CHRISTMAS COUNTDOWN

What parents are looking for when deciding on a present:

Where kids get ideas of what they want:

When compiling their Christmas wish-list, kids discover gift ideas in various ways, yet none can beat the power of TV advertising, demonstrating the importance of brands making their presence felt on TV screens, coupled with a strong in-store brand presence, during the timeframe when parents and kids start thinking about Christmas gifts.

Additionally, friends play a pivotal role in influencing what makes it onto a child's wish-list. These discussions are fuelled by what they've witnessed on TV, encountered in stores, and come across on YouTube. For further insights into the topics that capture children's attention, feel free to explore our "Playground Buzz" section.

As specialists in toys and games, we at Giraffe Insights have a deep understanding of consumer sentiments during the crucial holiday season. If you're interested in learning more about Christmas shopping behaviours and strategies that brands can employ to stand out, please get in touch.