Stores are decked for the holidays and television ads for the latest toys, gifts and gadgets have hit the air. As we inch closer to the holidays, over half of Americans (53%) say they are planning to purchase toys as gifts this year while two in five (40%) say they will not purchase toys and 7% are not sure. As might be expected, almost three-quarters of those in a household with children (73%) say they will purchase toys as gifts this year.

These are some of the results of The Harris Poll® of 3,084 adults surveyed online between October 11 and 18, 2010 by Harris Interactive®.

Toy manufacturers should expect similar sales as last year. In 2009, over half (54%) of Americans said they were planning to purchase toys as gifts, so this year should see more of the same.

Spending on toys compared to last year

In terms of how much people will spend, the economy is still taking its toll on holiday spending. While more than two in five toy purchasers (44%) say their spending will be no different than last year, over one-third (37%) say they will spend less than they did last year while 15% say they will spend more than they did last year. Among those toy purchasers with a child in the household, almost one-quarter (23%) say they will spend more than they did last year, over one-third (36%) say their spend will be no different and two in five (41%) say they will spend less than they did last year.

Toys to be purchased this year

When it comes to the toys children will be unwrapping this holiday season, it seems books, video games and board games will top the list. Two in five toy purchasers (43%) say they will purchase children's books, while one-third will buy games for consoles (32%) and board games (32%). Three in ten (29%) will purchase arts and crafts, while one-quarter (26%) will buy dolls as gifts. One in five will each purchase building blocks and bricks (22%), sports equipment (21%) and handheld electronic games (20%) while 13% will purchase game consoles.

While children's books top the list for what both men (41%) and women (46%) will purchase, there are some differences in the other types of toys they will be purchasing. Men are more likely to purchase games for consoles (36% vs. 27%), video game consoles (16% vs. 9%) and, perhaps not surprisingly, sports equipment (29% vs. 12%).

Where people are shopping for toys

In terms of where these toy dollars will be spent, over half of toy purchasers will be mostly shopping for toys at large discount stores (54%), while one-quarter (23%) will mostly shop online for toys this year. One in ten (11%) will mostly shop at a national toy retail chain store while 5% will shop at a local, privately owned specialty toy store.

So what?

While the holiday season is a joyous time for so many, it is an especially happy one for the children. And, one of those reasons is that it is when their holiday wish lists get written and, if they were good boys and girls, answered. This year, books and games are top for purchasing so hopefully those are on the top of the wish lists!