Supermarket is first port of call for childrenswear shoppers

21 Jun '10

4 min read

Meanwhile it seems that tantrums, every parents shopping nightmare, may have had their influence on today's hassled clothes shoppers. While one in five (22%) of us have the most say in the clothes we buy for our children, as many as 18% of shoppers let their children choose what clothing they buy. But it seems as a nation, we're not keen to let popular culture dictate what our children are wearing - just 3% of us are willing to pay more for celebrity-styled clothes and a quarter of shoppers agree that children's clothes are too grown-up.

The downturn has also had its impact on how we shop. Over four in ten (42%) of shoppers are more likely to wait for the sales now. Furthermore, three in ten of us (30%) now shop at less expensive stores, while the same number shop only when we need to. Finally, it seems that while budgets have been hit, our kid's clothes allowance hasn't as 14% consumers admit that they haven't cut back on spend on the children, only on themselves, since the downturn.

Mintel

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