Nag Factor, Redux
Which demographic should a manufacturer of kids’ products target: moms, or kids themselves? While I come down firmly on moms’ side — my whole business has been built on the belief that mom is the ultimate decision maker — kids do make themselves heard.
According to The NPD Group, Spotlight on Kids: Understanding Cross-Category Purchasing: Data from July 2010—Back To School, 49 percent of all dollars spent on kids in July were specifically requested by the children.
That month, apparel topped the list of products purchased for kids (20 percent), followed by footwear (13 percent), toys (8 percent), and video game consoles (7 percent). The survey also found that girls were more likely to request apparel and books and boys typically asked for sporting goods and video games.
Nearly two-thirds of dollars spent on kids came from their parents; grandparents contributed 19 percent.