Esta Navidad los canarios gastaremos en juguetes una media de 67 euros

Somos poco previsores y concentramos el 28% de las compras los días 23 de diciembre y 4 de enero.

País Vasco, con 92 euros, es la región con más gasto en juguetes y La Rioja, con 65 euros, la que menos.

Preferimos las cadenas Toy ‘R’ Us, Juguettos, Drim e Imaginarium, que representan el 73,8% del mercado detallista del sector.

El presupuesto en juguetes de los españoles para esta Navidad será de 78 euros de media. Y aunque tradicionalmente han sido las mujeres las que se han encargado de buscar, comparar y adquirir los regalos de los más pequeños, cada vez son más los hombres que se ocupan de esta tarea. De hecho, en estas fechas el 14% compran este tipo de artículos,  y gastan incluso un poco más que ellas, 79 euros frente a 77 euros, respectivamente.

Así se desprende del Estudio Fintonic 2017 “El canal detallista en el sector juguetero” que analiza la evolución de las ventas durante la campaña navideña con respecto al resto del año por las principales cadenas de distribución de juguetes en España. Este informe se extrae a partir de datos reales y anónimos de más de 40.000 usuarios de Fintonic, el primer optimizador financiero que permite controlar de forma rápida y sencilla todas las cuentas y tarjetas para sacar el máximo partido al dinero.

El análisis también pone de manifiesto que en España somos poco previsores y dejamos los regalos para última hora. Precisamente, los días 23 de diciembre y 4 de enero, próximos a las festividades de Navidad y Reyes, son los momentos en los que se registra mayor actividad, concentrando hasta un 28% de las compras y con un gasto medio de 50 euros.

El comprador de juguetes, entre 35 y 44 años

Los compradores entre 35 y 44 años son los que más dinero destinan a la adquisición de juguetes con una media de 90 euros, seguidos de los consumidores con edades comprendidas entre los 45 y los 54 años, con 83 euros. A distancia se encuentran los más jóvenes, entre 25 y 34 años, que destinan 66 euros de media a estos productos y los mayores de 55 años que se sitúan en los 64 euros.

Importantes diferencias entre regiones

Existen algunas diferencias entre el presupuesto dedicado a juguetes en Navidad en cada comunidad. Desde los 92 euros que se invierten en el País Vasco hasta los 65 euros de La Rioja. Junto a los vascos, Cataluña y Navarra se sitúan a la cabeza del gasto con 83 y 80 euros, respectivamente; mientras que Canarias y Castilla y León, con 67 y 68 euros cada una, son las regiones más conservadoras.

Principales cadenas jugueteras

Entre los comercios dedicados a la distribución de juguetes, los consumidores españoles se decantan principalmente por las cadenas Toy ‘R’ Us, Juguettos, Drim e Imaginarium. Según los datos proporcionados por Estudios Fintonic, estas cuatro compañías representan el 73,8% del mercado detallista del sector.

Un sector que experimenta una marcada estacionalidad, aunque esta tendencia parece que se está reduciendo en las últimas campañas. Si en 2015 estas fechas concentraron el 48% de las compras, en 2016 este porcentaje se redujo hasta el 42%.

El informe revela asimismo que Toy ‘R’ Us, que el pasado mes de septiembre anunciaba su quiebra en Estados Unidos, destaca como la cadena que registra un mayor gasto medio durante la Navidad, con 80 euros; seguido de Drim (con presencia mayoritaria en Cataluña), con 67 euros; Juguettos, con 57 euros e Imaginarium, con 50 euros.

Respecto a los datos relativos al ticket medio, Toy `R´Us cuenta con un gasto medio por adquisición de 58 euros; Juguettos, de 43 euros; Drim, de 41 euros e Imaginarium, de 40 euros.

Estudios Fintonic

Estudios Fintonic ofrece información estratégica y actualizada sobre tendencias económicas de diferentes mercados como el financiero, energético, telecomunicaciones, seguros, textil, etc.; y realiza un estudio de competencia sectorial y del comportamiento del consumidor.

El análisis de Estudios Fintonic 2017 sobre “El canal detallista en el sector juguetero” está basado en datos reales agregados y anonimizados de más de 40.000 clientes de banca online que han realizado transacciones con cadenas de distribución de juguetes desde el 15 de noviembre de 2016 hasta el 15 de enero de 2017.

Las conclusiones de los estudios elaborados se recogen a través de informes periódicos, así como mediante informes publicados de forma puntual en función de diferentes temáticas de actualidad. La misión de Estudios Fintonic es generar información útil para los usuarios de Fintonic de forma que puedan conocer mejor sus patrones de consumo, entender su situación financiera y tomar mejores decisiones.


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