Children are increasingly influencing parents' shopping decisions, and not just in such obvious categories as toys and candy. Interestingly, 10 percent of the youngest household members also influence the decision to buy a car. Young consumers increasingly have pocket money and use new technologies that enable cashless payments. 11 percent of children have their payment card – debit or prepaid, and many young consumers are proficient in using BLIK.

The young generation, or children between the ages of 3-13, known as the Alpha generation, is already an influential group of consumers who often advise adults on purchases. As the IRCenter survey showed, children co-determine the purchase of most things, from toys (54 percent) or breakfast cereal (50 percent) to juices (45 percent), candy (43 percent), or the choice of a movie at the theater (44 percent), to a car (10 percent). On the other hand, young consumers are increasingly shopping on their own, and then the situation reverses.

"Up to a certain age, parents are the most important, but then there are choices made under the influence of peers. Then it turns out that what a friend has is more important than what mom says. The second source of inspiration is social media and the Internet, where children are exposed to publications on TikTok and Instagram," Dorota Peretiatkowicz, an IRCenter partner, assessed.

(Newseria)