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Poll: Almost half of holiday toy purchases will be made online

Adapted from CivicScience; Chart: Axios Visuals

A recent poll of more than 1,200 adults who plan to buy toys this holiday found that almost half of those purchases will be made at online-only retailers like Amazon.

By the numbers: A little more than 40% of respondents said their shopping will be done inside stores, either at a big box retailer like Target and Walmart or at a specialty toy store.

Watch this space: "American toy shoppers who have a Prime membership are over 200% more likely to make the bulk of their toy purchases online compared to Amazon subscribers who don’t have a Prime membership. They are also 125% more likely to buy mostly online compared to people who don’t have an Amazon account at all," data firm CivicScience found.

  • "On the flip side, Amazon.com account holders who don’t have a Prime membership are 150% more likely to use Target.com or Walmart.com for the bulk of their toy purchases."

Go deeper: The decline of Black Friday