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Kids say that family members are one of the top three influencers in their purchasing decisions, and the same might be said when it comes to kids having an influence on their parents’ purchases. According to a report [download page] by NRF, 87% of parents surveyed say their children influence their purchase decisions.

Just about half (48%) of parents report that their children have influence over purchases specifically for the child, while more than one-third (36%) say their children influence purchases for the household.

It appears that parents are now more willing to involve their kids in the purchase process than prior generations, with 80% of the parents surveyed saying they involve their children in purchases more than their own parents did with them.

Where Do Kids Have the Biggest Influence?

Parents say the top aspects of the purchase their children influence most are: the specific brand to consider (52%); the product features that are important (48%); and, the specific retailers to consider (41%).

As far as specific categories where children have the most sway – either by influencing their parents’ decisions or spending their own money – the report cites the following:

  • Toys and games;
  • Clothes and shoes;
  • Food and drink;
  • Dining out;
  • Events and outing; and
  • Books and music.

Many parents also report that their children have a say in the purchase of electronic goods. This influence could contribute to data showing that parents are more keen than non-parents to adopt new technology.

Where in the Purchase Journey Do Kids Have the Most Influence?

Almost three-quarters (72%) of parents say they involve their children in the beginning stage of the purchase journey, allowing them to research products in-store (69%), online (67%) and by watching commercials (60%). Some even go so far as to encourage their children to add items to a wish list or shopping cart (56%).

Another 56% of parents say they involve their children right before purchase when checking for prices or availability, while slightly more than one-quarter (26%) involve their children at check out. Only 12% get their children involved after purchase when they are either leaving reviews or making returns.

What Can Retailers Do?

The survey found that 84% of parents are more likely to shop at a retailer that makes it easy for them to involve their children in the shopping process. The good news for retailers is that nearly 9 in 10 parents (87%) already feel that brands make it easy for their children to participate in purchase decisions. However, 80% also say they would like it if retailers made it even easier.

To read more, the report can be found here.

About the Data: NRF surveyed 2,926 US adults (aged 18 years and older) between April and May 2019.

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