CHICAGO — Four in five toy-purchasing households plan to buy toys and games for the holidays, with adults buying for themselves, other adults and children, according to new Numerator research.
Nearly one-third of planned buyers intend to purchase toys or games for themselves, while almost half plan to buy for another adult. The findings underscore the breadth of the holiday toy audience: Numerator said that during the 2025 holiday season, 70% of toy and game shoppers had no children in their household.
Shopping habits vary by generation. Millennials are especially likely to buy for children in their household, while Gen Z shoppers are just as likely to buy for themselves as for a child at home. Boomers are more likely to shop for children outside their household.
Price and discounts are the primary considerations for both children and adult purchases. For children, shoppers also prioritize age appropriateness and wish lists, followed by creativity, quality and durability, and educational value. For adults, hobbies and personal interests matter more.
Spending expectations are mixed. About two in five shoppers expect to spend the same amount as last year, one-third expect to spend more and roughly one-quarter expect to spend less. Gen Z and Millennials are more likely to expect spending increases, while Gen X and Boomers are more likely to cut back.
Arts and crafts are the most popular planned category across generations, cited by 49% of shoppers, followed by board games, building sets, puzzles and brainteasers, and dolls and accessories. LEGO and Disney lead brand consideration at 48% and 44%, respectively.
Many shoppers have already begun buying. By early October, about 40% of planned toy buyers had started, including nearly half of Boomers and older shoppers. Nearly three-quarters of planned buyers expect to purchase toys and games online, while nearly three in five plan to shop in stores. Amazon and Walmart lead in shopping intent, followed by Target, club stores, and value and dollar stores.
Children remain the top source of gift ideas, cited by 54% of shoppers, followed by friends and family at 46%. Online resources, in-store displays, browsing, and events each influence more than half of shoppers, while 6% cite AI shopping tools.
Numerator analyzed toy purchases from the 2025 holiday season and surveyed more than 1,000 shoppers who bought at least two toys between June 22 and September 22, 2026.
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