Retailers riding on kids pester power

Children have always had the power to influence the buying decisions of their parents. Retailers are now employing children as the ultimate medium to market their merchandise. Let us find out how they are capturing this important demographic.
Pester Power

Kids today are smarter and sharper than the previous generations.  Advertisements on the television and internet are keeping them up-to-date and well informed of the latest products across the world. They are the conscious consumers of the future and therefore have already started exercising their power to make purchasing decisions.


Pester power

Pester power refers to a child’s ability to repeatedly nag and influence her/his parents to purchase products. Today, advertisers have realised this power among children and are now targeting children to create a mass appeal.


Reason for augmentation

With a dual income capability but hectic lifestyles have restricted parents from being able to spend enough time with their kids. Such factors fuel the pester power tool. Parents feel guilty of the fact that they do not have enough time to spend with their kids and try to substitute that with materialistic goods. The advertisements also try to showcase stylish kids to create the needed buzz. The label that something is tagged as ‘cool’ helps a company to successfully connect with their target audience.


Targeted advertising

A thorough research is being undertaken by advertisers in collaboration with psychologists to better understand a child’s psychology to hit the right chord. An in-depth knowledge of a child’s emotional and social need help the advertiser to devise the right strategy for retailers to succeed. Mc Donald’s has a ‘Happy Meal’ on its menu which is a meal consisting of a burger, fries, soft drink and a toy. The range of toys frequently changes to keep the excitement alive among kids.  

Advertisements that are targeted at kids are not just in reference to products that are directly related to them but also to others. In this relation, the kids pester their parents to buy the specific product for them. For example advertisements for soaps for bathing or washing their clothes use the marketing technique of making children influence their parents and it is quite evident on television today. The target of these ads is to reach out to the masses but the medium is the children.


Marketing avenues

Marketing for children is not just restricted to television and the internet. Retailers have realised the power of the school environment for promoting their names and products.

Sponsored educational material is one of the most common practices witnessed today. Retailers are eagerly exploiting this medium as well.


Children are being targeted by the retailers to promote their products. This phenomenon is soon catching up as an important marketing tool and will soon witness a huge success in years to come.

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