November 9, 2017 at 1:35 p.m.
Neighborhood Toy Store Day on Nov. 11
Nov. 11 marks Neighborhood Toy Store Day, an annual celebration in which independent toy shops kick off the holiday season with special events to introduce consumers to the benefits of shopping locally. At Imaginuity, the specialty toy store in Minocqua and Rhinelander, festivities include in store specials, hands-on activities, product demonstrations, and fantastic prizes. Imaginuity is also offering an additional discount to military personnel and veterans, in honor of Veterans Day.
As it works its way through bankruptcy, Toys 'R Us is reinventing itself as a "champion of play" - pushing a new "Today We Play" slogan, even adding play spaces in a select number of stores. Turns out, the big guys may be learning some lessons from their independent competitors.
According to PwC's 2017 Holiday Outlook survey of 2,395 consumers, 88 percent said they would shop in physical stores this holiday season, and more than half of survey respondents said they will shop at smaller specialty or independent retailers. Forty-three percent were planning to buy toys.
"Specialty retailers characteristically foster a one-on-one relationship with customers, naturally creating a welcoming environment," according to the PwC report.
In a 2015 study of local businesses vs. national chains, local businesses were seen as far outperforming national chains in a number of areas. Ninety-six percent of respondents felt local businesses were better at personalizing service. It's that personalized customer service - and knowledge about how to choose the right toys - which distinguishes small toy retailers from mass merchants.
"Neighborhood specialty toy stores offer the expertise and knowledge when it comes to making the best toy recommendations for children," Imaginuity store manager Jessica Johnson said. "We spend a lot of time with kids on a daily basis and understand the value of play and what types of toys encourage playtime."
Independent toy stores carefully curate their selections, tending toward unique designs from smaller, more innovative companies-guaranteeing that customers will find high-quality items that delight and foster healthy, active play, without having to comb through the aisles. Specialty stores also often let kids try out the toys before buying, while gift wrapping services save time for busy parents.
For more information on Neighborhood Toy Store Day and to find your neighborhood toy store, visit http://ntsd.astratoy.org.
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