Three out of four families buy Christmas toys at the supermarket for the best price

Spanish families are increasingly buying Christmas toys earlier. This is revealed by ‘Report on the purchase of toys in Spain 2025’ prepared by aldiwhich confirms that three out of four households (75%) purchase toys in the supermarket, driven by the search for best prices and for more careful planning of purchases.

According to the study, more than six out of ten families buy toys at least a month before Christmas, and many They specifically take advantage of offers to guarantee the best price and avoid last minute stress. And the report highlights that this anticipation is directly linked to the economic factor.

This year, Spanish households will spend an average of 173.74 euros on the purchase of toysand 81% of families place price as the decisive criterion when choosing Christmas gifts.

In addition to savings, the report points out a change in purchasing priorities. More than half of families value the educational component of toys and 39% prioritize sustainable options, such as those made of FSC certified wood. Parents are looking for long-lasting, responsible products that encourage children’s creativity and development. This more conscious look, together with convenience, explains why one in ten households allocates more than half of their toy budget to the supermarket.

The combination of offers, proximity and trust consolidates the supermarket as the dominant channel of this campaign. In fact, 30% of families have increased their toy purchases in supermarkets for the last three years, placing it as one of the great protagonists of Christmas consumption.

In this context, Aldise is positioned among the best-rated brands: 62% of families know its range of toys and more than a third have purchased one in its stores. This year, the company presents a collection of more than 550 toys, of which 71% have a price equal to or less than 9.99 euros and 32% is made of FSC certified wood. Its own brand, TOYLINO, which represents more than half of the catalogue, is committed to educational, sustainable toys aligned with methodologies such as Montessori.