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Toys
Overall
by Product Category
Source: EMARKETER Forecast, October 2026 - November 2026
Note: includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, restaurant sales, food services and drinking place sales, gambling and other vice goods sales
Additional Note: Toys include action figures, building sets, dolls, explorative and other toys, games and puzzles, infant/toddler/preschool toys, outdoor toys, plush toys, toy vehicles, and youth electronics, among other toys.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.