Toys in the US: what shoppers search for on Google
Leaving out searches for a specific store, a brand or a shop nearby, the 27 searches we track for toys in the US add up to 2,191,100 searches a month on average. 80% of that volume (where intent is known) comes from people looking to buy or compare, not just to read up. A click costs $0.57 at the median, with top-of-page bids between $0.17 and $1.00.
The searches that make the niche
The ten most searched queries, with spelling variants merged:
| Search | Searches / month | Cost per click | Intent |
|---|---|---|---|
| toys | 450,000 | $0.51 | buy |
| fidget toys for sensory | 368,000 | $0.62 | buy |
| board games | 246,000 | $0.43 | buy |
| remote control car | 135,000 | $0.39 | buy |
| dolls | 110,000 | $0.61 | buy |
| stuffed animals | 90,500 | $1.23 | buy |
| action figures | 74,000 | $0.30 | buy |
| geek board games | 74,000 | $1.82 | buy |
| strategy board games | 60,500 | $0.32 | buy |
| board games chess | 49,500 | $0.36 | buy |
When the niche sells: month-by-month seasonality
The strongest month is December 2025 (3,013,300 searches), the weakest July 2026 (1,585,100): a 90% gap between the two. The quiet months are the time to test ads and product pages, before the peak.
| Month | Searches |
|---|---|
| September 2025 | 2,021,900 |
| October 2025 | 1,990,700 |
| November 2025 | 2,609,600 |
| December 2025 | 3,013,300 |
| January 2026 | 2,146,800 |
| February 2026 | 2,141,600 |
| March 2026 | 2,842,500 |
| April 2026 | 2,626,600 |
| May 2026 | 2,286,900 |
| June 2026 | 1,669,900 |
| July 2026 | 1,585,100 |
| August 2026 | 1,765,300 |
Period covered: September 2025 to August 2026.
Before you launch
- See who already sells. GClimb Explorer lists, by niche and by country, the stores running Google ads, and since when.
Work out your acquisition cost with the Google Ads cost calculator: at a median CPC of $0.57, your conversion rate decides.
Get your Merchant Center account in order before the peak: a suspension in the middle of the season costs you the season. Our compliance checklist is free.
Related niches
The same niche in the UK: Toys in the UK. Other niches measured in the US: Eyewear in the US, Watches in the US.
Other niches
- Appliances in the USAppliances in the US: 4,043,700 searches a month across 28 queries, median CPC $0.86, peak in December. Top buying searches and cost per click, month by month.
- Beauty in the USBeauty in the US: 2,116,600 searches a month across 23 queries, median CPC $2.40, peak in November. Top buying searches and cost per click, month by month.
- Bike & mobility in the USBike & mobility in the US: 3,941,800 searches a month across 24 queries, median CPC $0.77, peak in May. Top buying searches and cost per click, month by month.
- DIY & tools in the USDIY & tools in the US: 902,900 searches a month across 19 queries, median CPC $0.73, peak in November. Top buying searches and cost per click, month by month.
- Eyewear in the USEyewear in the US: 2,513,320 searches a month across 18 queries, median CPC $2.30, peak in September. Top buying searches and cost per click, month by month.
- Flowers & plants in the USFlowers & plants in the US: 3,451,600 searches a month across 23 queries, median CPC $1.78, peak in May. Top buying searches and cost per click, month by month.
- Furniture in the USFurniture in the US: 2,949,800 searches a month across 19 queries, median CPC $2.23, peak in August. Top buying searches and cost per click, month by month.
- Gaming in the USGaming in the US: 2,372,000 searches a month across 26 queries, median CPC $0.81, peak in December. Top buying searches and cost per click, month by month.
- Garden in the USGarden in the US: 1,326,700 searches a month across 30 queries, median CPC $1.03, peak in April. Top buying searches and cost per click, month by month.
- Health & wellness in the USHealth & wellness in the US: 3,244,500 searches a month across 30 queries, median CPC $1.88, peak in January. Top searches and seasonality, month by month.
- Home decor in the USHome decor in the US: 1,376,400 searches a month across 30 queries, median CPC $1.44, peak in January. Top buying searches and cost per click, month by month.
- Home linen in the USHome linen in the US: 1,354,370 searches a month across 45 queries, median CPC $2.04, peak in November. Top buying searches and cost per click, month by month.
- Hygiene in the USHygiene in the US: 1,024,390 searches a month across 42 queries, median CPC $0.79, peak in March. Top buying searches and cost per click, month by month.
- Jewelry in the USJewelry in the US: 3,564,600 searches a month across 21 queries, median CPC $1.68, peak in December. Top buying searches and cost per click, month by month.
- Lingerie in the USLingerie in the US: 1,760,790 searches a month across 63 queries, median CPC $1.51, peak in November. Top buying searches and cost per click, month by month.
- Men's fashion in the USMen's fashion in the US: 1,801,400 searches a month across 29 queries, median CPC $1.82, peak in December. Top searches and seasonality, month by month.
- Music & instruments in the USMusic & instruments in the US: 1,612,540 searches a month across 23 queries, median CPC $1.03, peak in December. Top searches and seasonality, month by month.
- Perfumes in the USPerfumes in the US: 1,228,300 searches a month across 24 queries, median CPC $1.03, peak in December. Top buying searches and cost per click, month by month.
- Pet supplies in the USPet supplies in the US: 1,722,700 searches a month across 29 queries, median CPC $1.28, peak in December. Top searches and seasonality, month by month.
- Photo & video in the USPhoto & video in the US: 2,165,100 searches a month across 31 queries, median CPC $0.74, peak in December. Top searches and seasonality, month by month.
- Shoes in the USShoes in the US: 3,401,900 searches a month across 20 queries, median CPC $1.03, peak in November. Top buying searches and cost per click, month by month.
- Skincare in the USSkincare in the US: 1,146,000 searches a month across 26 queries, median CPC $2.30, peak in May. Top buying searches and cost per click, month by month.
- Sports & fitness in the USSports & fitness in the US: 2,027,900 searches a month across 33 queries, median CPC $1.10, peak in September. Top searches and seasonality, month by month.
- Stationery & office in the USStationery & office in the US: 1,268,600 searches a month across 22 queries, median CPC $0.84, peak in December. Top searches and seasonality, month by month.
- Supplements in the USSupplements in the US: 4,111,300 searches a month across 32 queries, median CPC $1.69, peak in May. Top buying searches and cost per click, month by month.
- Tech accessories in the USTech accessories in the US: 1,243,200 searches a month across 24 queries, median CPC $1.11, peak in December. Top searches and seasonality, month by month.
- Travel & luggage in the USTravel & luggage in the US: 1,126,320 searches a month across 25 queries, median CPC $1.51, peak in December. Top searches and seasonality, month by month.
- Watches in the USWatches in the US: 1,567,890 searches a month across 21 queries, median CPC $1.20, peak in December. Top buying searches and cost per click, month by month.
- Women's fashion in the USWomen's fashion in the US: 3,011,500 searches a month across 40 queries, median CPC $1.02, peak in November. Top searches and seasonality, month by month.
See who already sells in your niche
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Try it for freeThe GClimb team · Updated on October 26, 2026