Table-top games sales set to soar this Christmas
Research reveals parents are planning to spend the festive season – and beyond – sitting down and enjoying some good old family fun with their children. The market for table-top games is booming as ‘quality time’ becomes more precious than ever before. This may not a surprise to many of you, as I know you love playing a board game with your kids as much as I do.
This Christmas, children may well be cutting down on the time they spend with their electronic games in favour of something infinitely more precious – play time with their parents! A huge proportion of parents want to create opportunities to engage with their offspring – in a way that’s entertaining, relaxing and meaningful for all the family, young and old alike. We want to have fun together.
A predicted 51% increase over last year in the purchase of table-top games (which includes traditional board games and action games) among parents of 4-9 year old children may well be on the way.
The prediction has emerged from new independent research carried out this Autumn on behalf of Drumond Park, one of the UK’s largest producers of table-top games for all ages and a firm favourite in our house. A total of 1,000 respondents, all parents of 4-9 year old children, answered an anonymous questionnaire online.
The research confirms that on average this year, parents have bought or are planning to buy at least three table-top games for their family to enjoy. This is on top of the six games they already own, on average. The number of new purchases is likely to reach a peak average of 3.37 for parents of children aged 6, a massive 65% increase over 2015.
I’ve got two on our wish list for L. Wordsearch Junior as I think he would like linking the pictures with the words and it will be a good way to start getting him used to letters. I also want Crazy Claw, just because I know he will love it, claw machines are his favourite and this will be a lot cheaper for me and save on the levels of random beach tat we have in the house!!
This is surely an indication that parents are looking for a return to more traditional ways of interacting with their children. One where whole families and multi-generational groups of friends can all sit down and enjoy the fun and laughter of playing games together.
Mary Wood, Marketing Director at Drumond Park, says: “We are hopeful that such a quantum leap in purchase intentions may indicate a fundamental shift in the mindset of parents. Perhaps they feel that electronic games, while very popular with their children, don’t bring the family together in the same full-on way that a rumbustious table-top game can. The entertainment and social engagement value of games is infinite, and we believe UK parents are acknowledging that in their Christmas buying list.”
Enthusiasm for table-top games may well be rooted in parents’ own experiences as children. They recall happy times when their parents joined in with them, and took a genuine interest in things their offspring loved to do.
I love playing some of my childhood games, that have been lovingly stored by my parents with L. We enjoy Scrabble, Frustration, Connect 4 and others that have been saved. But we also love playing new games. They are so much fun and L is truly excited by Pickin’ Chickens, Barbecue Party and many of the other games we own.
Pressures on today’s parents leave them little spare time to be active participants in their children’s pastimes, but a table-top game offers a perfect opportunity to relax with the kids. A game doesn’t take much time to play, all family members can take part together and, while everyone’s attention is focused on the game, the sense of emotional bonding is palpable – even when there are the inevitable arguments about whose turn it is, or who has ‘bagged’ the favourite playing piece.
But the main reason parents want more table-top games than ever before is because their children just love them. In previous independent research, undertaken by Drumond Park in May of this year, 86% of 4-9 year old boys and girls said playing table-top games is one of their favourite forms of play. For girls only, the figure is 87%, while almost 90% of 6 year old girls and boys rate table-top games over other forms of play.
Tellingly, three-quarters of children agreed that playing table-top games meant they could spend more time with their parents. So it’s not just the adults whose happiness quotient goes up when the family plays together.
“There’s no doubt about it… whatever difficulties our harried 21st century lives throw at us, table-top games are a perfect outlet for good old family fun” says Mary.
For more information on Drumond Park’s range and stockists, please visit www.drumondpark.com
Disclosure – this is a collaborative post
* Research was carried out on behalf of Drumond Park Games by Censuswide in May and October 2016. Two sets of 1,000 and 1,004 parents with children aged 4-9 years answered online questionnaires.