Stores rejoice as dads take their kids shopping
A survey exploring dads’ impulses wound up exploring, more significantly, how kids drive impulse purchases.
The research conducted with 1,500 dads found that, when shopping alone, they tend to impulsively buy items such as ice cream, chips, jerky, beer or a tool they need. They might also splurge on bigger electronics such as a gaming system or a TV. When shopping with their kids, however, they’re more likely to opt for toys, DVDs, clothes and video games, according to the survey sponsor iModerate.
Overall, while price was the top underlying reason behind dads’ spur-of-the-moment purchases, rewarding their children or entire families to compensate them for good behavior, accomplishments or avoiding a meltdown were also seen as significant factors.
Digging deeper to learn how dads feel when they spontaneously buy something for their kids, iModerate found 71 percent said their kids made them feel "amazing," particularly after buying them an inexpensive item, a nostalgic toy or something they could experience with their child and create a shared memory. Another 19 percent said the act makes them feel "appreciated" for providing for their children.
"Impulse buys for children are complex emotionally — much more so than fulfilling a craving with a bag of chips," said Julia Eisenberg, iModerate SVP, in a statement. "While these don’t need to be large purchases, they have a big impact on dad and his relationship to his children, which presents another opportunity for product marketers."
Overall, iModerate offered three tips for brands and retailers to capitalize on dads’ impulse-buying habits around kids:
- Help dad imagine his kids’ reactions;
- Make him feel appreciated — the coolest/best dad on the planet;
- Quell fears about spoiling kids with unanticipated purchases.
- New iModerate Study Reveals What Prompts Dads to Make Impulse Purchases – iModerate
- Decoding Dad’s Shopping Behavior – iModerate
What special attributes do you see in the act of buying for children that are unlike other impulse purchases? What would you do with the insights from the iModerate research if you were operating a retail store that attracts dads and their children?