Consumer-savvy tweenagers redefine traditional Christmas wish list
Author: Melanie Perez
Date published: 20 Dec 2007
A new Euromonitor International report explores 'tween' shopping trends in the spirit of Christmas. 'Tweenagers,' pre-teens ages 8-12, are consumer-savvy powerhouses, influencing family purchases through their extensive and detailed knowledge of brands and products.
A new Euromonitor International report explores 'tween' shopping trends in the spirit of Christmas. With the holidays near, “tweenagers” bombarded with advertisements and powered with consumer information are giving new meaning to the notion, “your money is my money.” Parents still hold some influence over purchases by default, after all they are the family members with jobs.
'Tweenagers,' pre-teens ages 8-12, are consumer-savvy powerhouses, influencing family purchases through their extensive and detailed knowledge of brands and products. Their internet savvy has built their awareness and curiosity for products previously reserved for a much older audience. Euromonitor analyst, Zsuzsanna Kantor point outs, “children are being forced to grow older faster. As they learn to emulate the adults in their lives their tastes also mature.”
According to Euromonitor International's report, children's mature tastes also extend to the organization and preparation of their Christmas wish lists. Numerous podcasts and blogs are signalling cell phones and MP3s as top of tweenager Christmas wish lists. “The internet is sparkling with printable 'wish lists' for pestering family and friends; catalogues and pop-ups tempting the tweenage eye, and pre-teen gift suggestions. Amazon.com has dedicated guides on buying Christmas presents for pre-teens with sections including 'Kits and other goodies', 'Books beyond Harry Potter' and 'Games'. Parents will simply not buy the wrong gifts this year, their children are ensuring it!” said Kantor.
Tweenage consumers in the West will continue to use greater access to information to refine their growing consumption demands and consult with each other on Christmas wish lists. Against a backdrop of working parents with growing disposable incomes, they seem set to exploit this knowledge to influence purchasing decisions.
Tweens a Force to be Reckoned With
For further information, please contact:
Melanie Perez, Public Relations Executive, Euromonitor International
Tel: 312.922.1115 ext 8332 press@euromonitorintl.com