Just two months ago, a group of three-generation mothers (Gen Y, Gen X and Baby Boomer demographics) shared their buying habits with retailers and manufacturers when buying furniture for children and children's products. This happened at the fifth annual Kids Today conference in Bonita Springs Florida.
Author and entrepreneur Maria Bailey, executive director of publishing, marketing and business development, was the keynote speaker at the conference and moderator of the panel. Maria Bailey has worked for many companies, including Automation USA, AutoNation, Discovery Zone, The Miami Herald, Broward Community College and McDonald. Her experience as a leader and mother of four young children made her specialize in helping mothers balance their home and work life. Bailey explained the importance of marketing for mothers of different ages.
Despite some differences, there were also many similarities. One baby boomer said she found information from other mothers very helpful. She tried shopping for cots and other bedroom sets for a kindergarten in a children's boutique or a store for children's furniture and found that she was above her budget. She checked in for designer children's bedding at one children's boutique, but this particular parent discovered that shopping at a consignment store for furniture for boys is the way to go.
Gen Y's mom used the handmade bedroom furniture instead of going to the furniture store for her child and putting the rest of the items she needed in her gift register. Items that she did not receive as children's gifts, which she purchased at Target and Kmart. However, in the boutique she found many of her ideas (for example, themes for luxurious cots). She said she would buy only bedroom accessories, baby bedding, other items that she thought were original in boutiques or children's stores.
Although most parents claimed that they were mostly bought in discount stores, they admittedly would make extravagant purchases, such as luxury baby bedding or hard-to-find toys in children's boutiques, if there is something they really wanted for this child. . Gen X's mother talked about wheelchair children. She paid $ 300 for the stroller because she liked the features. Then the mother from Gen Y said that she paid about $ 200 for a hard-to-reach toy, which usually sells for about $ 50. She said that she bought the toy not only because her son wanted it, but because of the educational value. Parents are willing to spend more money on educational toys.
All mothers stressed the importance of bedroom furniture, which will grow with their children. One mother-boomer-baby said that she was in the process of finding a bed in which her baby would be held in high school. Gen X's mom said she would try to repair, given that she wanted the décor and products not to change or be updated until her daughter was at least 12 years old.
I personally believe that this type of survey is difficult to measure ... not only should they take into account age demography, but also financial demography.
I know that my friends and I are the same age, but due to financial reasons we all made very different options on the bedrooms, etc., which we acquired for our children. For example, take the change table. I chose one of those dressers with a built-in table. When your child is older, you turn over the dresser and turn into the usual upper part of the closet (which, by the way, I planned to use these dressers for a long time, since I bought one of these convertible cots).
Another friend of mine decided to abandon the changing table, she would change her daughter directly to her bloody mattress, using a waterproof disposable pillow. While another friend bought an extremely fancy removable table and a bedroom with fixtures, hand carved dressers, etc.
I am sure that someone like Brittney Spears will have very different buying habits than someone of the same age, but with a very modest income. Therefore, although I am confident that retailers and manufacturers were able to gather useful information from this conference, we hope that they consider the entire demographics of the interviewed parents.
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