Key Ecommerce Statistics on Toys & Hobbies Category – Snapshot

TOYS/HOBBIES

Toys/Hobbies Ecommerce Statistics

 

Toys & Hobbies sales grew

Top 1000 retailers in the Toys & Hobbies category reached $13.98 billion in sales in 2023. That’s 19.3% growth from $11.29 billion the prior year.

Moreover, online sales from Top 1000 retailers in the Toys & Hobbies category accounted for 65.3% of the entire category’s sales in the United States (at physical stores and online), according to the Department of Commerce. That share grew in 2023 from 51.5% in 2022.

Under the hobbies subsection are retailers that sell collectibles, arts and crafts supplies, musical instruments, video games and more.

 

 

 

 

The Toys & Hobbies industry is growing online

The U.S. Department of Commerce revealed that Toys & Hobbies retailers in the country sold $21.91 billion in 2022 — online and offline. That fell up 2.3% in 2022 to $21.41 billion. Despite the overall decline, Top 1000 retailers in the Toys & Hobbies category grew online sales in the year.

The median monthly unique visitor count increased among Toys & Hobbies retailers in the Top 1000, to about 821,000 from about 432,000. The median when it came to average order value barely grew, to $188 from $187. This implies that although the dollar value of sales went up, much of it came from inflated prices or big spenders.

Toys & Hobbies shoppers by age group

When it comes to age groups, the largest subset of buyers from the Top 1000’s Toys & Hobbies category were 25 to 34. Nearly a quarter of all the category’s buyers (26.6%) were in that age group. The next largest was the 35-44 age group, coming in at 20.9%. Those 18-24 accounted for 19.2% of sales.

The remaining age groups were largely consistent with each other. Those 45 to 54 were at 15.2%. It was the two oldest demographic that had less than 15% of sales each coming in at 11.0% for ages 55 to 64 and 5.8% for those 65+.

 

 

Source: Digital Commerce 360 1. Digital Commerce 360 analysis of SimilarWeb traffic data. 2. Includes only U.S. sales from the sites of U.S.-owned retailers for consistency with the U.S. Department of Commerce’s methodology. 3. Digital Commerce 360 analysis of U.S. Department of Commerce retail data. 4. Medians won’t sum to 100%.

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