Times for business and marketing, especially just before Christmas and the New Year. In that sense, do you know which are the most sought after products in this campaign? A study by Attach, a specialized consultancy, indicates that there are three main shopping trends for December: clothing, beauty and toys.
Regarding the toy category, interest increased on two key dates: Children's Day and Christmas. In the subcategory of dolls, pets, and stuffed animals, these have had a growth since the pandemic, since around 400,000 searches have been registered according to the consultant.
At a general level, among the brands most sought after by Peruvian parents is Barbie with 41%, followed by Lego with 41%, Play-Doh with 7%, Fisher Price with 5.5%, Hasbro with 3 % and Mattel covers 3.4%.
In this vein, for the Regional CEO of Digital Transformation of Attach, Carlo Rodríguez, “it is important to mention that the toy industry is quite competitive and has a lot of variety”.
“We classify it into subcategories such as general, outdoor, indoor, and preschool games. For example, in ‘outdoor toys’, ball pits and baby walkers are seen as the most favorite products, led by brands like Infanti and Fisher Price. If we talk about 'preschool', Disney and Paw Patrol lead this preference”, he added to Agencia Andina.
Carlo Rodríguez maintained that there is a predominance of searches for girl's toys and it could be said that the Peruvian consumer still distinguishes genders for each toy. Therefore, the Lego brand initiative may gain future viability, since it has stopped categorizing and identifying its toys as boys or girls in order to eradicate this gap.
RESULTS OF THE STUDY
According to the visibility study carried out by Attach, interest in “fashion” grows on three dates of the year, Christmas being the most important date due to its increase.
On these dates, searches for footwear are oriented more towards sportswear, taking the lead with 1 million clicks, with different brands and stores such as Adidas (32%), Platanitos (28%), Nike (14 %), Bata (8%), Reebok (6.5%), Puma (6.5%) and Converse (6.5%).
On the other hand, women's clothing has a greater preference compared to men's clothing, and the top 7 most requested clothing brands are Adidas (39%), Nike (17.5% ), Shein (12%), Zara (12%), Leonisa (8%), H&M (6.5%) and Tommy Hilfiger (5%).
Finally, in the beauty category, Rodríguez mentions that 2020 was an atypical year, since purchases were focused on electronic commerce and in that period, makeup, perfumes, personal care and jewelry items were the preferred ones . Now, in December 2021, these would generate more than 1 million searches, mainly makeup products and perfumes with an increase of 52% and 29%, respectively.
Similarly, the preference for jewelry grew slightly in September and October of this year. Until the end of November — and with an estimated projection for December — the report shows that Pandora leads the preference with 34%. In second place would be Michael Kors with 15%, Besifrah with 12.5%, Ilaria encompasses 12.5%, the same as Swarovski and Petunia.
Regarding products linked to personal care, Ésika (28%), MAC (23%), Natura (23%), Cerave (10%), La Roche Posay (8%) and Cicatricure (8 %) were the favorites in this segment.
(With information from Agencia Andina)
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