Children in the purchasing process - how do they influence parents' decisions?

Service Business

The common opinion is that no one puts pressure on parents more than children. In recent years, the theory about the growing role of young consumers in the purchasing process has been confirmed, and their opinion is often more important than the decisions of adults. Joint decision-making has almost become a rule, which turned from the choice of crayons or toys into buying furniture for the apartment, or even taking a holiday direction. So what is the role of children in the purchasing process?

Children shopping

The "Kids Power 2016" survey conducted by IQS shows that children have an equally decisive voice in the purchasing process as their parents. This trend is becoming more and more common every year, and the role of children as co-decision makers is increasing. The opinion of children does not oscillate only with the choice of his wardrobe or sweets, but with much more serious investments.

The report shows that:

  • 49.4% of surveyed mothers admit that their children have the greatest influence on the choice of interior accessories,

  • 34.6% say that children also decide to buy furniture,

  • 13% of respondents indicate that children decide about choosing a restaurant for a family dinner.

According to the data provided by Home Away, a website offering accommodation, as many as 87% of parents agree that their charges should have the right to choose a vacation destination. Of which 37% admit that it is children who have the deciding vote.

The influence of children increases with age

Together with the age of the child, not only their needs grow, but also the power to exert pressure in planning expenses. It cannot be denied that older, more mature children are able to express their opinion in a more understandable way. For teenagers, it is important to independently make decisions mainly about purchases that directly affect them.
96% of young consumers want to choose their own clothes, while 93% want to choose cosmetics and shoes (according to YouGov).

As it turns out, pocket children themselves play a big role. According to IQS, nearly half of adolescents between the ages of 11 and 16 receive regular, fixed amounts from their parents. The older it is, the percentage of regular "payouts" increases, and thus - the possibility of independent choice of allocating their money by older children in the purchasing process grows.

Children in the purchasing process - why do they have such a big influence on parents' expenses?

  1. The psychological aspect - according to sociologists, children in the purchasing process have such a significant influence on their parents due to the sense of obligation to ensure a happy childhood for them. Making even small decisions plays a very important role in the development of children, because it teaches them independence and shapes their character.

  2. Peer pressure - the network of contacts grows as the child grows older. At some stage in his development, the authority of his parents diminishes in favor of the opinion of their peers. The opinion of colleagues begins to gain more and more importance, which in turn translates into the choices and interest of the teenager. The need for recognition in the community is strong and requires adjustment. A relationship with peers is conducive to the exchange of information on current trends, news or brands, but it can also absolutely exclude people who do not match.

  3. The power of advertising - it's no secret that advertising has the greatest impact on our children. They are colorful, dynamic, and the characters appearing in them arouse admiration in the eyes of a toddler. The presented image is simply happier and more interesting for them. Until a certain age (7-8 years), children do not distinguish the real world from a fictional one. They also lack defense mechanisms to protect them against marketing messages. Thus, colorful advertising generates a sudden need for possession. In the purchasing process, children very often even unconsciously refer to a picture from television, which showed the advantages of a given product.