UK toy market sales decreased by 5% in the first nine months of the year, according to a new product development (NPD) study. Sales of toys are not predicted to increase this year. Melissa Symonds, UK director of toy studies at NPD, said that parents were changing their purchasing habits by removing some cheap impulse purchases. Retailers hope that the scheduling of Christmas Day will boost sales despite predictions of flat or declining sales. They have an entire shopping week to prepare because of the Sunday timing, which was a record-breaking week in 2016. The UK continues to have the second-largest toy market in Europe and the fifth-largest market globally. Toys cost less than £10 per year and £13 during the holidays. According to Aimee Hill, a toy picker for the Toy Retailers Association, official inflation figures show that the toy business is not passing on increasing costs in the same way that the grocery industry does.