Kids from five to 15 years old are
considered a very powerful consumer group and little wonder
since there are more than 42 million of them. Somewhere
between $175 and $225 Billion Dollars are spent on them each
year. In this group boys outnumber girls, half of all kids
live in the suburbs, and most of them are in two parent
households. (In fact most live in households of four or more
persons).
Most have two parents working, but sadly
25% live in poverty. One in five are in households of over
$50,000 income. About half of all kids receive an allowance.
Necessities, however, are usually paid for by parents. Kids
would rather save their cash for a bike or an iPad than
necessities (wouldn’t you?). In other words, kids just
want to have fun!
Are they affected by marketing? Don’t
be silly – they are marketed to a fond fare thee well by
food merchandisers, filmmakers, clothing purveyors, toy
pushers, electronic gadget makers, and all and sundry in
between, it would be unreal if they weren’t.
Brand conscious? Oh my yes, you’ve seen
it every time a kid sits in front of you and agonizes
between two nearly identical frames except for the decal on
the sample lens extolling the input of SpongeBob, Scooby Doo,
or the currently hot Disney princess.
The buying decision - the marketing gurus
will tell you all about it in expensive courses and fancy
books – but where glasses are concerned, and you can take
it to the bank – if classmates/best friends/worst enemies
make a cruel remark about your carefully selected example of
the frame-makers art, you will probably get those lovely
imported glasses with Transitions lenses and A/R coating
right back!
Of course you must also deal with
parents. Tiger Moms, Helicopter Parents, and Black Swan
Mothers, after all – they are holding the purse. They all
mean well but the kid’s needs are not always observed
(financial constraints?). When you opine that 80% of
lifetime UV and brightness exposure occurs before the age of
18 and that Transitions lenses might be a good option, we
usually get a dumb stare and the question, “Does the
insurance cover that?” if not then it is followed, of
course, by a lot of evasion – (It’s all about the
money!). Thank goodness for poly lenses being a standard
item for all kids in our shop, we want to protect those
precious eyes from injury as well as UV. Most important
advice - keep in mind both parent and child must be pleased
after all is said and done.
