The behavior of real-life monopolists is quite like that of board game monopolists. Most people generally know the goal of Monopoly: control property, maximize profit, and drive competitors to bankruptcy. Every other segment earned the company less money in 2020 than in 2019. Hasbro, the company that owns Monopoly, reported in their end-of-year earnings for 2020 that its gaming profits were up 15% compared to the year before.
The top board game purchased at that time? Monopoly Classic. In the United Kingdom, sales of board games and puzzles increased by 240% during the first official week of the lockdown. Sales of board games have been particularly strong over the past 2 years because of pandemic-induced lockdowns.
When it comes to the toys and hobbies category, board games are often prominently featured in stores. The data below reports the changing spending patterns across various categories this holiday season based on a Deloitte study : The clothing and accessories category is the largest category overall by dollar value, but that may be driven by the price of the products rather than the quantity being purchased. About three-quarters of shoppers will purchase a gift from at least one of these categories.
The main holiday gifts that people buy largely come from one of three categories: clothing, toys, and gift cards. Based on an Intuit survey, most Americans admit to a preference for cash as a gift but won’t give cash as a gift. While an easier solution would have been to just give cash instead of physical gifts, most people don’t feel comfortable doing that. The biggest change from previous years was that nearly half of all shoppers planned to start shopping before November to avoid potential headaches from shipping delays. The National Retail Foundation estimated that holiday spending would be the same this year as it was in the years leading up to the pandemic.
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