The Power of Tweens Tara Armatas Tara Armatas Chase Duran Chase Duran George Yerkovich George Yerkovich

Generations Baby Boomers Baby Boomers –Born: Spending: $900 billion+ Gen X Gen X –Born: Spending: $125 billion+ Gen Y Gen Y –Born: Spending: $100 billion Tweens Tweens –Born: 1994 and later –Spending: $10 billion+

Tween’s Scene: Not Child’s Play What & Who? What & Who? –8-12 year olds –More sophisticated –Comfortable with adults

Tweens as Consumers Greater influence of marketing at an earlier age Greater influence of marketing at an earlier age –Ads in school –Older Siblings –Larger Allowances –More real world knowledge

Market Impact Results Results –More teens opt for ‘premium’ clothing and products –Individualists at an earlier age Drivers Drivers –Rise of technology –Decline of sports participation –Staying power of certain brands

The Future Products that incorporate technology and on the go mentality Products that incorporate technology and on the go mentality Increasingly fragmented market Increasingly fragmented market Number of premium products will increase Number of premium products will increase More portable electronics More portable electronics

Tweens: Purchasing Power “I’m definitely not an adult, but I don’t like the same stuff that, like, an 8 year old would” “I’m definitely not an adult, but I don’t like the same stuff that, like, an 8 year old would” In Canada, 2.5 million 9 – 14 year olds spent $1.7 billion of their own money In Canada, 2.5 million 9 – 14 year olds spent $1.7 billion of their own money 40% of Tweens use the money they save to buy clothes or shoes 40% of Tweens use the money they save to buy clothes or shoes

Reaching Tweens Tween targeted promotions are always tied to something trendy Tween targeted promotions are always tied to something trendy 91% of Tweens have a working computer at home with access to the internet 91% of Tweens have a working computer at home with access to the internet “The Simple Life” “The Simple Life”

Conclusion Retailers should not overlook the buying and influencing power of Tweens Retailers should not overlook the buying and influencing power of Tweens Target Tweens and their parents Target Tweens and their parents Legal and ethical implications of advertising to younger consumers Legal and ethical implications of advertising to younger consumers

Sources Seckler, Valerie. (2006). Tween's Scene Not Child's Play. WWD: Women's Wear Daily; Vol. 192 Issue 98, p7-7, 3/4p, 1c, 1bw Seckler, Valerie. (2006). Tween's Scene Not Child's Play. WWD: Women's Wear Daily; Vol. 192 Issue 98, p7-7, 3/4p, 1c, 1bw Halpern, Michelle. (2004). Cute, but Scary. Marketing Magazine; Vol. 109 Issue 26, p13-15, 3p Halpern, Michelle. (2004). Cute, but Scary. Marketing Magazine; Vol. 109 Issue 26, p13-15, 3p Soundtrack (not) provided by: Soundtrack (not) provided by: