By Janet Winters, Principal, Winters Advertising & Public Relations
Children either spend or influence 500 billion dollars worth of purchases. Kids as young as age three recognize brand logos, and brand loyalty begins as early as age two. With increased access to communications technologies, paired with the busy schedules of families today, children themselves assume more purchasing decisions than ever before.
Consumer spending on children tends to be maintained in hard times. There is a saying among marketers that in tough times, purchases are made in this order:
1. Children
2. Mom (couldn't prove that by me!)
3. Pets
4. Dad
What could be the motivating factors behind this ranking? I'm not a psychologist, but I'll take a stab at explaining it. First, current parenting philosophy puts children at number one. There was a time when "children should be seen and not heard" was the prevailing attitude in most households. ( For a more in-depth examination of this concept I refer you to the movie Mary Poppins, specifically the nanny selection scene.) Today, our society has done a complete turnaround and everything is kid centered now. From the very first time a Baby on Board sign appeared in a mini-van window, until the first play date was set... it's been all about them. Why should the state of the economy affect this trend in any way?
Now, for mom at number two. At first I was shocked at this placement on the list, due to the fact that, as we all know, moms are the most self-sacrificing of all beings. The only way I can explain this position is that the researchers must have included household expenditures (sexy purchases like washers, dryers, and vacuum cleaners) under this category.
Then we have pets at number three. Expenditures on pets in this country exceeded $40 billion dollars last year. The hospitality industry is reaping some of the benefits with properties such as Raj's Wag Hotel in San Francisco, where dogs can enjoy play groups, swim in the pool or relax with a massage before retiring in private rooms, which range from small to a luxury suite.
Trailing along in last place is poor old dad.
Armed with this information, there is no end to which savvy hospitality marketers can devise attractive promotions to lure Jr., Mommy and Fido for a relaxing vacation. They may even bring dear old dad... as long as he brings his American Express!
Winters Advertising & Public Relations is a full service marketing communications firm specializing in the hospitality industry.
Children either spend or influence 500 billion dollars worth of purchases. Kids as young as age three recognize brand logos, and brand loyalty begins as early as age two. With increased access to communications technologies, paired with the busy schedules of families today, children themselves assume more purchasing decisions than ever before.
Consumer spending on children tends to be maintained in hard times. There is a saying among marketers that in tough times, purchases are made in this order:
1. Children
2. Mom (couldn't prove that by me!)
3. Pets
4. Dad
What could be the motivating factors behind this ranking? I'm not a psychologist, but I'll take a stab at explaining it. First, current parenting philosophy puts children at number one. There was a time when "children should be seen and not heard" was the prevailing attitude in most households. ( For a more in-depth examination of this concept I refer you to the movie Mary Poppins, specifically the nanny selection scene.) Today, our society has done a complete turnaround and everything is kid centered now. From the very first time a Baby on Board sign appeared in a mini-van window, until the first play date was set... it's been all about them. Why should the state of the economy affect this trend in any way?
Now, for mom at number two. At first I was shocked at this placement on the list, due to the fact that, as we all know, moms are the most self-sacrificing of all beings. The only way I can explain this position is that the researchers must have included household expenditures (sexy purchases like washers, dryers, and vacuum cleaners) under this category.
Then we have pets at number three. Expenditures on pets in this country exceeded $40 billion dollars last year. The hospitality industry is reaping some of the benefits with properties such as Raj's Wag Hotel in San Francisco, where dogs can enjoy play groups, swim in the pool or relax with a massage before retiring in private rooms, which range from small to a luxury suite.
Trailing along in last place is poor old dad.
Armed with this information, there is no end to which savvy hospitality marketers can devise attractive promotions to lure Jr., Mommy and Fido for a relaxing vacation. They may even bring dear old dad... as long as he brings his American Express!
Winters Advertising & Public Relations is a full service marketing communications firm specializing in the hospitality industry.
Logos, product and company names mentioned are the property of their respective owners.
