Passengers with children are more likely to spend, and spend more, in travel retail than passengers travelling without children, according to research from m1nd-set.
Following interviews conducted with more than 12,000 international passengers at more than 60 airports worldwide, m1nd-set found that travellers with children are more likely to visit duty free shops, make a purchase, and also have a higher average spend than shoppers travelling without children.
“Children tend to deploy numerous strategies when influencing their parents to make a purchase; these range from aggressive and persuasive tactics to emotional tactics, plain rational or by demonstrating in-depth product knowledge,” said Dr. Peter Mohn, Owner and CEO, m1nd-set. “We also see that older children tend to wield greater influence over their parents’ shopping behaviour. They tend to be more resourceful and better equipped with the extensive knowledge and information from influencers across social media.”
The research found that 46% of all passengers travelling with children visited the shops at the airport on their last international trip compared to 42% of travellers without children, while also seeing a higher average spend, at a $42 spend per item on average compared to £39 for shoppers travelling without any children.
Additionally, it was found that when travelling with children, shoppers spend significantly more on categories such as Electronics, Clothing and Accessories, Jewellery and Watches, Alcohol, as well as Souvenirs and Gifts.
“The influence that children, and the presence of children, have on their parents while travelling and shopping in duty free and travel retail stores is significant and not to be underestimated,” added Mohn. “Brands need to create engaging, age-appropriate content and deliver it through the apps and websites where children source their information. It’s important to find new and unique ways to grab their attention, engage their sense and appeal to them, so they in turn appeal to their parents and their desire to please.”
Photo by Carlos Coronado on Unsplash
