Kid approved – Children’s influence on household shopping decisions

Description

This syncicated study measures how children aged 8–16 actually shape what the household buys, combining qualitative work with parents and children with a nationally representative quantitative survey. It moves beyond the assumption that kids simply “ask” to show how requests are made, argued and negotiated, which categories they carry weight in, and where parents still hold the line — and how this varies by age, gender, income and family structure.

What the study covers:

• The scale of children’s influence on household purchasing, and how it differs across age groups, genders, income levels and single- vs. multi-child families
• The categories where children’s voice counts most, and how their relationship with brands shifts from category-oriented to brand-oriented as they grow
• How product and brand requests are made and received: acceptance rates, the reasons parents say yes, and the persuasion tactics children use
• The sources that feed children’s wishlists — peers, stores, screens, creators — and how children act as co-decision makers in the buying process
• Children’s own money: pocket money access, what they spend it on, and independent online purchasing
• A dedicated spotlight on Gen Alpha girls and the mechanism behind their stronger brand influence
• Take-outs for brand and category planning

Study Methodology & Sample Specifications

Methodology: Mixed-method approach — IDIs with parents and children + Quantitative interviews with parents
Sample: ~212 interviews with parents, online
Fieldwork: 2026