PYMNTS Data Shows Married Parents Driving Retail Trends

Married parents are emerging as the leading demographic for apparel retailers, demonstrating a preference for clothing and accessories purchases compared to other household types, and merchants are adapting accordingly.

By the Numbers

“The Last Transaction: Family Spending Habits Reveal Merchant Opportunities in Retail and Travel,” a PYMNTS Intelligence report, draws on insights from a study of more than 2,700 United States consumers, examining how spending varies for different types of households.

The results reveal that, when it comes to retail purchases, those who are married with children in the household purchase clothing and accessories disproportionately often. Roughly one-third of consumers in this group said that their last non-grocery retail purchase fell into this category, while 30% of those who are single with children said the same.

Those shares drop considerably to 22% for those who are single without children at home, and consumers who are married without children at home buy clothing the least frequently, with only 18% of shoppers in this group citing such a product as their most recent non-grocery retail purchase.

The Data in Context

These findings underscore the importance for retailers to tailor their marketing strategies to the specific needs of different household types. By recognizing that married consumers with children are more likely to prioritize clothing and accessories, while those without children show less interest in these categories, merchants can better allocate their resources and develop targeted campaigns to capitalize on these distinct spending patterns.

Take, for instance, investing in high-quality children’s products to win the spending of parents. Last week, Zara announced the launch of a collection in partnership with New York-based apparel brand Sea focusing on “effortlessly cool kid’s ready-to-wear, shoes, and accessories.”

“The DNA of Sea is all about ease and the freedom to express, two things that should always be considered as important to a child’s wardrobe as they are to an adult’s,” the retailer said in a news release. “Sea x Zara collection is all about that kind of curiosity and a sense of play.”

Plus, earlier this month, brand management company WHP Global announced a new licensing partnership with FFI Global to improve its G-Star line’s children’s offerings.

“We are thrilled to partner with FFI Global to strengthen G-STAR’s presence in the children’s market. This strategic partnership allows us to tap into one of the fastest growing demographics and offer high-quality, fashionable solutions to the next generation of consumers,” Lynn Flynn, WHP Global’s executive vice president of the fashion vertical, said in a statement.