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Children Influence In-Store Spending

December 9, 2005

Bringing children along when shopping is guaranteed to increase spending, according to WSL’s Strategic Retail’s “The Pulse Report.” The study found that teens aged 13-17 encouraged more spending than both tweens (8-12-year olds) and little tykes (under 7) in every retail class of trade with three exceptions—mass merchandisers, bookstores and pet stores. Forty to 60% of parents reported spending more when teens came along to the supermarket, convenience store, warehouse club and during online shopping. Tweens influenced 29% of parents in specialty beauty stores.
According to the study, the power of tweens in the specialty beauty store is predictive of a new generation of women growing up with the specialty store habit for beauty, which serves as a warning, especially for department stores and drug stores. The low ranking of drug stores is an opportunity to merchandise to teens around their interest. More info: www.howamericashops.com.

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