Let's go shopping mom!

 Hello to all.  I happened to be looking at an older report yesterday, the 2008 YTV Kids and Tweens Report, while my 2.5 year old daughter was telling me she wanted to go to the supermarket for some candy.  I realized, for yet another time, how powerful consumers kids are from a really young age.  Directly or indirectly, through parents & grandparents especially, kids exert this immense power, the so called “pester power” on their shopping partners who can hardly resist and they end up buying what they would not have otherwise done so.  They are a great demographic target for marketers who invest crazy amounts on psychologists to help them bait these controlling, little creatures; fancy colors, talking characters, cuddly pets, “free” gifts…

Here is a snapshot of the pester power and its influence as on YTV’s Report:

·         Breakfast choices (97% of the time) and lunch choices (95% of the time).

·         Where to go for casual family meals (98% of the time

·         Clothing purchases (95% of the time).

·         Software purchases (76% of the time) and computer purchases (60% of the time).

·         Family entertainment choices (98% of the time) and family trips and excursions (94% of the time). (1)

 

Where are you going shopping today?  My daughter is definitely taking me to the supermarket today...