Thirty-six per cent of the couples with children between the age group of six to 11 admitted that their little ones can significantly influence their purchasing decisions, the latest Experian Simmons National Kids Study said.
Another 25 per cent of parents surveyed said that it was hard for them to resist their kids' requests for non-essential items.
"We have all seen that familiar sight of mom or dad walking down the grocery aisle with a child or two hanging in and out of the cart clamoring for that certain item," said Chris Wilson, president of Experian Research Services.
"Not only do we now know how successful those persistent children can be, but with our latest Kids Study, we learn more about what captures our kids' interests and attention."
The study is a national survey of children, aged six to 11, released in the spring and fall every year. It provides insights into how American children think, thanks to psychographic questions on fashion, media, money, their parents, friends and even their self-image.
With parental permission, children complete their own questionnaires about the brands they like the best and how often those products are used.
© 2025