Increased spending by parents is driving up the increase. Eighty-six percent of teens plan to buy casual clothing for the new school year. On average, parents will complete their shopping over four days. For both parents and teens shopping online, apparel will be the most common purchase, although they will also buy school supplies, music, books, and computer hardware and software. While parents also favor brand-named online retailers, they are also more likely than teens to use search engines to find the items they need.
Parents are twice as likely as teens to cite privacy, security and cost of shipping as deterrents.
About one in four said they liked that malls were conveniently located and offered one-stop shopping. Teen Style Teens differ in their shopping styles. Clearly, teens are a varied group. When it comes to buying clothes, more than half of parents say their kids are brand conscious, while kids say comfort and style are overwhelmingly more important than brand. Nevertheless, teens have their favorites.