Children’s toys at the top of Santa’s list this Christmas

Media Release

Friday 16 November 2018: Children across Australia are drafting their Christmas lists ahead of the upcoming festive season. With the Australian Retailers Association (ARA) and Roy Morgan predicting Australians to spend more than $51 billion over the Christmas trading period from November 9 to December 24 2018, the ARA believe toy retailers will be busier than Santa’s reindeers this Christmas.

With the ARA and Roy Morgan forecasting Aussies to increase their spending in the ‘Other retailing’ category by 2.7%, Russell Zimmerman, Executive Director of the ARA said toy retailers’ stockings are going to be filled with children’s choice this Christmas.

“Last year we saw a significant amount of stock flying off the shelves during the pre-Christmas period. With a range of new and innovative products on offer, we encourage parents to get in quick and secure the perfect gift for their child this Christmas,” Mr. Zimmerman said.

“Retailers also need to be prepared for the rush of parents trying to wrap up their purchases during the busy festive season.”

Taking out the top spot for the second consecutive year in a row, LOL Surprise! Dolls remain a fan favourite for kids aged 3+ with nine layers of unwrapping excitement. A staple under any tree, the LEGO Duplo Steam Train Sets and are the ideal gift for the curious kids aged 2-5.

Gabby Anderson, Executive Manager of the Australian Toy Association, says although the toy industry has faced a major loss with the closure of Toys R Us, she believes this will provide an opportunity for local retailers to take the reins.

“While the toy industry has seen some disruptions recently, the demand for toys always remains high, and parents still prioritise purchasing toys for their children through bricks-and-mortar stores, which should provide some joy for local toy retailers this Christmas.”

New toys have also entered the market including Gravitrax, an innovative marble run system encouraging children aged 8+ to build their own customised race tracks, and Treasure X Sets, designed for kids aged 5+ with adventurous and inquisitive minds.

“This year we are noticing a range of toys that are designed to stimulate imagination and creativity, which is a refreshing change from the technology-driven pattern we have seen in previous years,” Mr. Zimmerman said.

“With new and exciting products on offer, parents have a range of gifts to spoil their kids with this Christmas. As customer experience is at the heart of retail, we know there will be no shortage of surprises when kids unwrap their presents on Christmas day.”

ARA Roy Morgan Pre-Christmas Sales Predictions : November 9- December 24, 2018

2018 Pre-Christmas Sales Growth by Category 

2018 Pre-Christmas Sales Growth by State 


For more information on the top selling products this Christmas and to keep up to date with the latest news, please visit

Roy Morgan are the longest running and best-known market research company in Australia. For more information, please visit

For interview opportunities with ARA Executive Director, Russell Zimmerman, call the ARA Media team on 0439 612 556 or email


About the Australian Retailers Association:

Founded in 1903, the Australian Retailers Association (ARA) is the retail industry’s peak representative body representing Australia’s $310 billion sector, which employs more than 1.2 million people. The ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit or call 1300 368 041.

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