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Wal-Mart Shoppers Avoiding Small Toys

Consumers looking for 'non-chewable' gifts, survey finds

December 6, 2007
Wal-Mart shoppers are buying more electronics and sporting goods this year as the toy category has weakened, according to a national survey on Christmas retail sales conducted by America's Research Group (ARG).

The motivation cited by parents is that these products are "non-chewable."

"American parents are affected by the recent recalls of toys made in China but unable to find substitutes at reasonable prices, so the next best thing is a different kind of gift that children won't put in their mouths," said C. Britt Beemer, founder and Chairman of ARG.

"The growth in electronic purchases is a bonus for Wal-Mart as they generate high average tickets, something the retailer has been trying to do for some time," he continued. Wal-Mart was the top retailer this past weekend attracting 32.3% of shoppers, according to the survey data.

When asked to name the top three items that they would buy at Wal-Mart this year, consumers cited:

• more electronics purchases (31.9% vs. 20.4% in 2006),
• more sporting goods (11.3% vs. 5.7% in 2006) and
• more perfumes/colognes (13.9% vs. 8.6% in 2006).

Children's clothing experienced the single biggest decline in intended purchases, falling almost in half, to 10.5% this year from 18.4% in 2006.

Besides lead in toys, frequently cited hazards to infants include clothing with drawstrings, a strangulation hazard, and buttons or other small parts that can come off and be swallowed.

Safety recalls

Recent safety recalls include:

• Munchkin Baby Bottle, Food Warmers
• Honda TRX500 ATVs
• Cardinal Health Alcohol-Free Mouthwash
• Fingerhut Master Craft Pressure Washers
• Chrysler Expands Jeep Stalling Recall
• Twister Hammerhead Dune Buggies
• Playworld Swing Sets
• Broil King Gas Grills
• Toyota Highlander, Highlander Hybrids
• Lowe's Children's Storage Bins
• More Recalls ...

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