Spending on toys in 2024: Swiss save again
Economic uncertainty is affecting the Christmas business. A recent NIQ-GfK study shows that toy spending in 2024 will once again be below the previous year's level and Black Friday will become more important.
Christmas spending on toys in Switzerland continues to fall: on average, consumers are planning to spend 373 Swiss francs this year - significantly less than the 500 Swiss francs in the record year of 2022. The decline shows the noticeable impact of the rising cost of living and economic uncertainties on purchasing behavior.
Online shopping remains popular: 71% of respondents shop both online and in bricks-and-mortar stores, with the proportion of online-only purchases growing slightly. Market expert Kurt Meister emphasizes: "The positive trend in online Christmas shopping is likely to continue."
Promotional days such as Black Friday are also playing an increasingly important role. 21% of respondents take advantage of special offers - an increase of 5% compared to 2022. "People are making more targeted purchases and paying more attention to promotions," says Meister.
The study is based on a representative survey in German-speaking and French-speaking Switzerland, which was conducted from December 5 to 10, 2024.
