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Kids Influence Back-to-School Buys

September 11, 2009

As schools open their doors and marketers attempt to reach children and parents, a recent study considers children's products: the items parents are most likely to buy and the best channels to use to reach kids.

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Most parents (84%) say their children influence their purchasing decisions, according to a July 2009 Octagon First Call survey:


In turn, celebrity or character endorsements influence children's preferences, say most parents of children across all age groups:

Additional findings:

  • Moms constitute 97% of back-to-school purchasers.
  • Grade school children (age 5-11) respond the most positively to celebrity or character endorsed back-to-school products.
  • Parent of grade school children say Miley Cyrus, SpongeBob, and the Jonas Brothers are the three most popular celebrity/character back-to-school endorsees.
  • Parents want celebrities to endorse healthy lifestyle decisions.

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