Moms trust stores over e-tail for toys: Survey

Mothers still want to see toys up close and in person before buying them for their children, according to a survey of 1,811 respondents in the U.S. and Canada​ conducted by PTPA (Parent Tested Parent Approved) Media. PTPA is known for its Seal of Approval that aims to help consumers make informed purchasing decisions on criteria other than price.

Nearly 70 percent of the mothers surveyed said they buy toys in brick-and-mortar stores rather than online, and the same number of respondents cited the importance of being able to physically see a toy before buying. These results come on the heels of Toys ‘R’ Us announcing plans to shut down its operations in the U.S. 

“When we heard Toys ‘R’ Us was shutting their doors in the U.S. and that it was 'business as usual' with the Canadian stores, we wanted to better understand consumer shopping differences and how this news would impact buying decisions,” said Sharon Vinderine, founder and CEO of PTPA Media, in a press release. “Parents trust us with their purchasing decisions, so it’s instrumental for us to understand where they are shopping and why. What we gleaned from this survey is that North American moms are not giving up on the traditional retailers and that they have a nostalgic attachment to big-box toy stores. Online shopping has yet to replace big retail when it comes to toy purchases.”

One in three survey respondents said they visit physical stores monthly to buy toys, and an additional 37 percent said they visit toy stores every two or three months. 

The closure of Toys ‘R’ Us stores will encourage shopping at other physical retailers, not online, Vinderine asserts. Indeed, about half the survey respondents indicated that the Toys ‘R’ Us closures would motivate them to shop at such stores as Walmart and Target. Only 9 percent said they would shop strictly online as a result of the closures.

“The survey demonstrates that while Americans are wanting the convenience of online shopping, brick-and-mortar retailers are still the first place they turn when it comes to purchasing toys," said Vinderine. "It’s clear that crowdfunding is not the answer when it comes to saving these stores.”