Did you ever buy something you did not really need? We all have. Research suggests that up to 33 per cent of shoppers indulge in discretionary purchases or call it impulse buying because the brand practices its marketing right and creates a need for its product. Marketing, be it in any form, has a sole purpose of making room for products, getting products into the hands of the targeted customers and build a dependency on the product. Marketing is all about seeding an idea into a customer’s head which he will cave to resulting into a purchase. Sometimes, marketing is also about convincing the customer that he has a shortcoming and this can be dealt with by using the product, hence provoking him to reach back for it.
One such recent example is that of fidget toys. Fidget cubes, fidget spinners and many such new toys on the block are suddenly experiencing a surge in sales. A recent survey showed that 15 out of every 20 toys selling on Amazon, world’s largest online market, is a fidget toy. Sales of Fidget spinners are exceptionally high as compared to any other toy in the world. Fidgeting is natural. It’s a basic physical phenomenon. One tends to fidget when bored or anxious and needs something to concentrate on. It is clinically proven that fidgeting helps in concentrating on matters at hand, it prevents the mind from flickering and directs one’s attention. But it is also a clear sign of anxiety, nervousness and people around a fidget can reach for their hair out of irritation. Hence, it is seen negatively at times.
The marketing minds at these mega fidget toy manufacturers are instead celebrating the act of fidgeting, they provide you with more sophisticated options than a pencil to fidget with. Kids love to buy fidget toys because they are fun to play with. Social apps like Instagram and Facebook are accessible for each and every kid. An activity turns into a trend once it receives the social media acceptance. Fidget toys have been picked up as a trend through these social mediums, with everyone trying to show off their fidget skills using fidget toys. Youngsters are more susceptible to Social media and this further helped boost sales.
Fidget manufacturers also suggest that buying their fidget toys will help a student score better at exams. Earlier, I spoke about how Marketing is also about creating a dependency on the product. That is exactly what these marketing minds at fidget toy manufacturing companies are doing. They are creating a dependency on their fidget toys. They are targeting the young audience and making sure that their market share does not deplete even if people voice their concerns over the promotion of fidgeting.
Imagine, soon an entire work place has employees continuously fidgeting with some or the other toy just so they can make their way through the day. Fidgeting is as involuntary as sneezing, so just because you can a buy a product that helps you sneeze does not mean you will sneeze throughout the day. Fidget manufacturers will make you believe that you can. They will make you believe that it is alright to fidget for as long as possible, they will as they have to sell. But it’s just not human to fidget for hours at length (it is only if you have a condition). Have you ever tried stopping somebody from fidgeting, you will recon that no matter how many times you poke they will not stop. Now imagine if the act of fidgeting is inveterate and nobody can stop it, because they all have their fidget cubes and fidget spinners that help them fidget. That’s dystopia. beware people. Don’t fall for the marketing tactics in practice by these fidget toy manufacturers. Although a good applause for how well they have placed their marketing strategy and how they are directed towards their target audience.