Holiday spending ‘holding steady’ as Black Friday beckons

Contents of the article

What would the holiday shopping season be without your favorite toy under the tree?

Contents of the article

With Black Friday and Cyber ​​Monday in the news, it's a crucial time for those looking to snag the best toy at the best price. Thanks to the soft economy and everything tariff threatsIt's becoming increasingly difficult to find the perfect gift—or gifts—while keeping a close eye on your spending budget and making sure the true meaning of the holiday season isn't lost amid all the fanfare.

Contents of the article

Contents of the article

However, the toy department is doing well this year, with Circa (formerly the NPD group that tracks trends) reporting that Canadian toy sales growth in the first half of 2025 was “significant, demonstrating strong momentum in the market.”

Additionally, according to the recent eighth annual meeting of the Retail Council of Canada (RCC) and Leger Holiday Shopping SurveyDespite economic pressures, most plan to celebrate the occasion with thoughtful and valuable gifts.

Contents of the article

“Holiday spending remains stable, but Canadians are shopping smarter, earlier and with a stronger intention to spend every dollar,” says Kim Furlong, president and CEO of RCC, on the company's website. “Canadians spend thoughtfully, focusing less on how much they buy and more on how meaningfully they give.”

“There's a saying in the toy industry that toys are recession-proof (and) even in tough years like 2025, parents will always find the means to buy their kids the toys they love for the holiday season,” notes Andrew Wager, president and CEO of award-winning Swerve Strategic Marketing, the name behind the recent Let's Play holiday showcase of the best toys of the season.

What's trending this holiday season?

What's hot this year? Everything from nostalgia to pop culture and toys that represent society's heroes, says Wager, adding that “according to Chirkana, the top five growth categories in the toy industry this year include youth electronics, action figures, building blocks, arts and crafts and vehicles.” (It should be noted that Wager's company has once again partnered with the Canadian Toy Assoc's Toys for the North charity program to surprise children in Canada's most remote and impoverished northern communities with gifts for the holiday season.)

Contents of the article

Contents of the article

Who can we thank for keeping the toy market active? Adults! Circana's website reports that “toy sales in Canada grew 6% from January to April 2025, with overall market growth driven by the 'kid' trend as adults buy toys for themselves.”

“The children's segment is a major driver of growth for the Canadian toy industry,” adds Wager, noting that the top five growth categories among children include “collectible card games, building sets and blocks, action figures and collectibles, and licensed entertainment toys.”

Pokemon remains popular

And Pokémon continues to be popular, especially among adults who buy trading cards to collect or resell.

It's all about bringing the whole family together, industry sources say. “We're seeing families choosing brands that span generations,” said Marisa Pedatella, manager of brand communications and strategic customer marketing for Hasbro Canada. “From classic board games like Monopoly, Connect Four and Operation to collectible toys like Transformers, this year's lineup truly reflects the joy, imagination and connection of the holidays.”

Contents of the article

“This holiday season, we're excited to see a variety of on-trend toys that capture the hearts and imaginations of kids and parents,” adds Canadian Tire spokesperson Slavica Kacarevic, adding that this year's toy theme “features characters from favorite children's movies and shows such as Bluey, MoanaAnd Lilo and Stitch is making a big splash (and) the playsets continue to be a huge success.”

With great love for LEGO

Other toys, Kacarevic said, include interactive dollhouses and Barbie themed dolls, as well as toys, anything related to sports and recreation, and building sets such as LEGO, which continue to be some of the most popular toys on Santa's list.

Speaking of LEGO, the best sets include ice skating, tuxedo cat, Christmas themes, botany (especially for adults), space and anything LEGO related. Wicked in the title.

Contents of the article

Many are concerned that innovation in the toy industry may have slowed somewhat in recent years due to supply chain issues and market disruptions. However, “2026 could be a turning point, with major pop culture moments ahead, including new releases from Avengers, Spider-Man, Star wars, Toy StoryDC and more. These upcoming movie releases could spark a major boost for the industry, once again stimulating creativity and excitement among toy departments,” says Wager.

SEVERAL TOP TOYS IN HIGH DEMAND

Playmobil NHL Arena
Age: 5 years+

Get up on the ice and let's go. Let players glide across the ice, aim and shoot the puck into the goal with the new Shooting feature! The set includes two skaters, two goalies, four pucks and two nets. Featuring scoreboard graphics as well as the logos of the 30 NHL teams. Interactive game.

Contents of the article

Hi-Suggested Retail Price: $99.99.

Tonies: Tonies Playtime Puppy Toniebox 2 Starter Set
Ages 1–9+

Listen, grow and play with the Toniebox 2 starter set, which includes children's favorite songs: Playtime Songs Tonie. Designed for children ages 1 to 9, Toniebox 2 allows young listeners to safely and independently explore stories, songs, and games—without screens or ads. With smart features like a sleep timer with light, sunrise alarm and dynamic light ring, families can develop healthy sleep habits while keeping things fun and easy.

Suggested retail price: $150.00.

Lexibook dance mat
Age 3+

Become a dancing star on this vibrant electronic dance floor! Bluetooth function for dancing to your favorite music. Score counter to encourage progress! Develops eye-foot coordination, creativity, imagination and motor skills.

Contents of the article

Suggested retail price: $79.99.

Play-Doh Super Slice Cake Play Set
Age 3+

Turn every day into a colorful holiday with the PLAY-DOH Super Slice Cake set! This adorable kitchen set is perfect for young bakers and allows kids to create their own PLAY-DOH cake pieces.

Suggested retail price: $39.99.

Betrayal at Hill House, 3rd Edition

The house on the hill still stands abandoned. Now an intrepid team of explorers has arrived at the house to uncover its dark secrets. Immerse yourself in narrative gameplay by taking on the role of one of these explorers. At first you will work together, but be careful! One researcher will betray the other, and then the persecution will begin.

Suggested retail price: $39.99.

RECOMMENDED VIDEO

We apologize, but this video has failed to load.

Play video

Contents of the article