Family-Friendly Experiences Drive Retail Visits and Spending
Event summary
- ICSC's survey of 1,004 U.S. parents with children aged 3–16 found that 86% say family-friendly experiences influence their shopping choices.
- Parents spend an average of $466 monthly on family-oriented retail and experiences, excluding essentials.
- 79% of parents would visit shopping centers more often if they offered regular family-oriented events or activities.
- 54% of parents report overspending due to children's influence, with 50% buying products they wouldn't normally consider.
The big picture
ICSC's findings highlight a strategic shift in retail real estate, where family-friendly experiences are becoming a key differentiator. As parents increasingly prioritize shared activities over affordability, shopping centers must evolve beyond traditional retail to become multifunctional destinations. This trend aligns with broader industry moves toward experiential retail and community-focused development.
What we're watching
- Experience Prioritization
- How retailers and shopping centers will balance affordability with experiential offerings to attract families.
- Child Influence Growth
- Whether the trend of children shaping family spending decisions accelerates further, impacting retail strategies.
- Destination Development
- The pace at which shopping centers integrate more activities and play spaces to compete for family visitation.