November 9, 2023
The IPN delivers significant volume lift
When activating on the IPN, this toy brand drove a +121% lift in daily sales vs. pre-campaign period.
Accelerating the purchase cycle
This toy brand successfully shortened the purchase cycle by 64%.
Driving results with the right shoppers
The IPN campaign for this toy brand converted 16.3% new and competitive shoppers and 81.5% were agnostic. Existing loyalists accounted for just 2.2% of redeemers.
Converting more valuable shoppers
IPN offer redeemers of this toy brand were highly valuable, resulting in a +115% increase in units sold per customer and an +80% increase in store trips vs. all purchasers.
Maximizing basket size
This toy brand saw a +659% lift in basket size during the IPN campaign vs. pre-campaign period.
Achieving sales volume growth YoY
This toy brand experienced a +15.5% YoY increase in units sold per customer during their campaign, while major competitors saw a decline in the same period.
Growth in share of wallet
During the IPN campaign, 43% of toy purchases by redeemers were dedicated to the client's brand, marking an impressive 18.9% growth in their share of wallet vs. pre-campaign period.
Capturing market share
This toy brand captured a +5.4 point gain in purchase share by week while competitor share declined -2.9 points.
ROAS and ROMI analysis
This toy brand drove a 20.5X return on ad spend (ROAS) and 3.1X return on marketing investment (ROMI) during the IPN campaign.
TOY CATEGORY INSIGHTS
Toy buyers are feeling economic pressure
35% of toy buyers believe inflation is significantly impacting their ability to pay monthly bills, with 45% shopping at dollar or discount stores in response.
Economic pressures will likely impact holiday shopping spend
While 25% of shoppers plan to spend less this year, 54% are only buying toy items offered at a discounted price.
Toy buyers are engaging digitally & seeking deals
Roughly half of toy buyers rely on digital ads for new product discovery and for finding bargains, while every day, 10% seek products online and 9% make an actual purchase.
Digital offers’ impact on toy spend (Q4)
Toy shoppers organically spent $32.59 on average in Q4. When a purchase was tied to an Ibotta toy offer, that figure rose to $57.07.
Digital offers’ impact on repeat purchases
Those who redeem toy offers on Ibotta are more likely to make repeat organic purchases.
Digital offers’ impact on toy spend & unit volume (throughout the year)
Toy shoppers who didn’t redeem any offers organically spent $49.93 for 5.28 units on average. When a shopper had redeemed at least one Ibotta toy offer, those figures rose to $102.88 and 10.94 units.
Toy popularity by type
Educational toys, board games, and arts/crafts have been the most popular types of toys purchased.
Toy product spend by age
Spending on toys and games appears to reach a peak for those with children ages 6 – 11.
Share of organic toy sales by quarter
Puzzles, games, and outdoor play are highly seasonal. In contrast, pretend play sees a gradual increase throughout the year, similar to the overall category trend.
The toy category is saturated and competitive
In Q4 of 2022, Brand A and Brand D accounted for roughly half of the market share of only organic purchases.
Ibotta promotions help drive increased market share
Brand D seized control of the toy category, dominating in Q4 with Ibotta promotions running.
Achieve your brand goals
Which metrics are most important for your brand? Get in touch to explore possibilities with the Ibotta Performance Network.
