TOYS/HOBBIES

Toys/Hobbies Ecommerce Statistics

Toys & Hobbies sales were flat

Top 1000 retailers in the toys & hobbies category reached $12.27 billion in sales in 2022. That’s 7.4% growth from $11.42 billion the prior year.

Moreover, online sales from Top 1000 retailers in the toys & hobbies category accounted for 34.9% 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 2022 from 33.9% in 2021.

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

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The Toys & Hobbies industry is growing

The U.S. Department of Commerce revealed that toys & hobbies retailers in the country sold $33.66 billion in 2021 — online and offline. That went up 4.4% in 2022 to $35.15 billion. As the overall category grew, Top 1000 retailers in the toys & hobbies category also grew their share of total sales.

However, the median monthly unique visitor count dropped among toys & hobbies retailers in the Top 1000, to about 432,000 from about 490,000. The median when it came to average order value grew, to $187 from $167. 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 (23.2%) were in that age group. No other age group broke 20%. The next largest was the 35-44 age group, coming in at 17.5%.

The remaining age groups were largely consistent with each other. Those 18-24 accounted for 15.5% of sales. Those 45 to 54 were almost identical at 15.6%. Even those slightly older were at about the same range, covering 15.3% of sales. It was only the oldest demographic that had less than 15% of sales (11.5%).

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%