The upcoming holiday shopping season is crucial for the $22-billion U.S. toy industry, and early data suggests Disney’s “Frozen,” as well as electronics such as Xbox One and the Skylanders game, will be among the top sellers this year.
Data provider Experian Marketing Services has given Fortune a look at the hottest toy searches for the week ended Nov. 22, and “Frozen” handily tops the list. With the Christmas holiday just a little over four weeks away, consumers who wait too long could find it challenging to scoop up some of the top sellers.
“The holiday shopping season [is] more and more condense,” said Jim Silver, editor-in-chief of toy-focused website TTPM.com. It used to last 12 weeks, and then eight, he added. “Now it is a five-week season.”
Silver estimates that last year as many as 50 toys were sold out at some point during the holiday season, as retailers can find it challenging to restock shelves so quickly. But many of those supply shortages were temporary, and no one item became impossible to find. Retail executives at chains such as Toys ‘R’ Us say they are well positioned after months of merchandise planning to ensure they can meet demand.
Roughly half of all Americans plan to buy toys as gifts this year, according to a recent Nielsen Harris Poll survey of more than 2,200 adults. Although that indicates there will be a lot of interest, observers such as Fitch Ratings have said toy promotions will remain intense, as traditional brick-and-mortar retailers such as Toys ‘R’ Us compete with online retailers, including Amazon
Here are five toys that are dominating America’s search engines just a few days before the holiday season kicks into high gear.