Joy of Christmas unconfined by slump

British parents continued to flock to toy stores last Christmas, despite the economic downturn – retaining the ranking of the largest toy sales market in Europe.

Sales grew by three per cent last year – boosted by a 15 per cent rise in Christmas toy trading totalling £131 million.

According to an NPD Group survey, while consumers choose to continue to splash out on toys for their close family, people are cutting back on gifts for the offspring of friends.

“Across Europe, there was a clear trend in 2011 for friends and neighbours to reduce the number of toys they bought,” said NPD’s Jez Fraser-Hook. “From January to September 2011, this group of consumers reduced the amount they spent on toys by 22 per cent compared to the previous year.”