Classic toy LEGO is set to be a Christmas favourite this year.
Research by online retailer Flubit.com noted that people have already started shopping for the festive period and there has been a lot of demand for the colourful interlocking plastic bricks.
In the last seven days, 20 per cent of all searches have been related to gifts and accessories for December 25th, with toys, books and consumer electronics featuring prominently.
Bertie Stephens, chief executive officer of Flubit.com, said he expects demand to increase a lot in the next six weeks.
"It's an expensive time of year and it's great to be able to create better prices for our customer before Christmas, when it really matters," he added.
However, parents are being encouraged to make sure they do not overstretch themselves in order to buy presents.
A Mothers' Union survey found that 72 per cent of parents have purchased a gift they could not really afford, while 46 per cent have taken out a loan to tide themselves over.