When the starting gun for the holiday shopping season fires Friday, online shoppers will find as many deals in virtual toy stores as in traditional stores. Some toy retailers are throwing in free shipping in hopes of strengthening sales. The aggressive effort is a risky bid to boost market share and brand awareness.
Profitability is on the back burner.
We are trying to overcome the Net newbies' concerns about making a purchase online. They expire at various times in December. Free shipping is available for riding toys, typically big items, through Nov. 30. The virtual toy store joins consumer icon Gap. The online promotion runs through Dec. 15, and the in-store component through Sunday.