- Children have tremendous buying power. Canadian children age nine to 14 spend $2.9 billion annually.
- Children influence family purchases. Children influence more than $1 trillion of spending in North America per year. Marketers call this “kidfluence” or “pester power” and research shows that children’s first requests are made at around age two.
- Companies profit from fostering brand loyalty and creating “lifelong customers.” In the book, “Brandchild: Remarkable Insights Into the Minds of Today’s Global Kids & Their Relationships with Brands, ” some of the world’s leading branding and marketing experts remark:
“A lifetime customer may be worth $100,000 to a retailer, making effective ‘cradle-to-grave’ strategies extremely valuable.” (Lindstrom et al., “Brand Child,” Kogan Page Limited, 2003, Page 193)