This holiday season, 54% of Americans say they will buy toys as gifts, compared with 47% who said so last year, according to a Harris Poll. Among consumers who intend to purchase toys, 41% say they will spend the same amount as last year and 39% say they will spend less.

Children in the House

Among consumers who have children in their households, 69% say they will buy toys this year.  Among those consumers, 45% say they will spend less on toys this year compared with last year; 37% will spend about the same; 17% will spend more.

What Consumers Will Buy

• 45% of consumers who plan to purchase toys will buy children's books this year, and 48% of such consumers who have children living in the household will buy children's books.
• 36% of consumers who plan to purchase toys will buy games for consoles, and 47% of such consumers who have children are living in the household will buy games for consoles.

Other Traditional Toys

Consumers who say they will buy toys plan to purchase the following types:

• 30% say they will buy board games.
• 29% say dolls.
• 28% say arts and crafts.
• 21% say building blocks.
• 21% say sports equipment.
• 20% say hand-held electronic games.

About the data: This Harris Poll was conducted online within the United States on October 5 and 12, 2009, among 2,293 adults (age 18 and over).