One in three British parents say their kids are most likely to ask for a present because they saw an influencer recommend it.
New research carried out by Censuswide on behalf of Hotwire, the global communications agency, shows that just 9% of parents believe their kids are putting toys on their Christmas wish list because their friend had one.
Parents increasingly believe their kids view their gadgets as the most important thing in their life, with 32% saying a phone or tablet tops their kid’s list, compared to days out with the family (18%), holidays (12%), toys (11%) and pets (9%).
Emma Hazan, global head of consumer at Hotwire said: “The challenge for parents is tracking these toys down as influencers are often frustratingly vague when it comes to the exact details of who has made the toy and where you can buy it.
“The challenge for brands is in how they can translate this attention from influencers into being found under the tree this Christmas – whether that’s through contextual advertising on YouTube so the parent sees the toy advertised when their kid shows them the present or by ensuring they appear in all the right gift guides, brands can’t rely on an influencer endorsement alone to drive sales.”
Top 10 toys being asked for this Christmas:
1. Lego Harry Potter Hogwarts Express
2. Robo Alive Dinosaur
3. Tablet, various brands
4. Soggy Doggy’s Friends
5. Hamley’s Peppa Castle and Royal Guard Plush
6. Power Tracks
7. Botley the Coding ROBOT
8. Mind Designer
9. Nintendo Switch
10. HEXBUG Robot Wars Arena