Knowledge Library

Back to School Shopping, Mother Knows Best

Kids and Youth Marketing

Students are getting ready to go back to school, and their moms are helping them decide what to wear. Even if mom doesn't accompany her kids to the store, she definitely has input. Teens know if she doesn't approve their purchases, the items are going straight back to the store.

"For high school students in particular, mom is the style gatekeeper. Not only does she hold the purse strings, she also won't let her child out of the house if she doesn't think his or her outfit is appropriate," said Melanie Shreffler, editor-in-chief, Ypulse, the leading authority on youth culture and markets.

Nearly one in five high school and college students (18%) prefer shopping with their moms to anyone else, including their friends, according to a recent Ypulse survey. The bond between high school girls and their moms is strongest, with 33% preferring to shop with mom.  

"Why do they like shopping with mom so much? Sure, they like that she pays for things, but also that she gives them an honest opinion," said Ypulse‚s Ms. Shreffler.  (see Figure 1).

The results of this Ypulse Report are drawn from 1,300 interviews conducted among members of the SurveyU panel between May 20 and May 30, 2011.

Respondents for this survey were selected from among those who have registered to participate in surveys for SurveyU, a Ypulse-owned online research panel. Quotas were established based on gender, state, class year, and race. The data have been weighted using National Center for Education Statistics (NCES) data to reflect the demographic composition of U.S. high school and college students.

Figure 1:
Reasons Students Prefer To Shop With Their Moms, 2011

Because the sample is based on those who initially self-selected for participation in the panel rather than a probability sample, no estimates of sampling error can be calculated. All sample surveys and polls may be subject to multiple sources of error, including, but not limited to sample error, coverage error, and measurement error.

About Ypulse
Youth Pulse Inc is the leading authority on teens, collegians and young adults for marketing, brand, and media professionals, providing news, commentary, events, research and strategy. Our integrated youth insights platform is comprised of our web site (, our daily newsletter (, our annual conference ( and a proprietary online marketing research community ( of more than 80,000 13 to 30 year olds.  Ypulse leverages these capabilities to offer insights, resources, and community to those who work with and market to youth - and who wish to communicate with them in an authentic and effective manner.

Len Stein
Visibility Public Relations - for Ypulse

Share The Knowledge
Generation Z: The New Generation Consumer

Kids and Youth Marketing

Marketers have often made use of generations as a demographic and psychographic delineator for specifying and describing their target markets. But what exactly is a generation? And why is this understanding useful to marketers?

Share The Knowledge
A Youth Lost in Translation

Kids and Youth Marketing

The youth of South Africa command billions of rands in spending power, directly and through their influence over household consumer decisions. Today’s young adults have more disposable income than the generations that have come before them.

Share The Knowledge
Marketing to the Youth in South Africa

Kids and Youth Marketing

n terms of segment size and buying power, the "Youth Market" are of great significance to marketers, with roughly half of South Africa’s population being under the age of 24 and the most recent annual spend for consumers aged 8-23 being estimated at around R111 billion.

Share The Knowledge
Talking to millennials – are you speaking their language?

Kids and Youth Marketing

If you’re a brand owner or retailer hoping to tap into the current go-to market – young, influential and aspirational millennials – you need to chuck almost everything you know about marketing out the window.

Share The Knowledge
Youth Engagement in an ever Changing World

Kids and Youth Marketing

Young South Africans may account for less than 20% of marketing budgets, but they remain an important market bringing with them the power to dictate trends, parental purchases, fashion and the popular choice of technology.

Share The Knowledge