American Girl Sales Drop Again...

It seems like the pandemic high of AG's target audience being home and having more time for doll play is now back to reality, because American Girl's sales dropped 22% in Quarter 1 of 2022 from Quarter 1 of 2021.

I honestly think this is why there were so many sales this quarter, but it's probably because American Girl has been ignoring the historicals. The new items this month were from Quarter 2, but we got many modern items in the past few months and it's clear consumers want more historicals. I also think Corinne isn't being as well-advertised as Kira was, and while Corinne was a big seller in January, the second wave of Courtney's collection came in addition to Kira last year, so historical collectors bought then, too.