In fact, Roper predicts that 76 million Americans may be grandparents by the year 2005, increasing the ranks by 25 percent over 1992 numbers. One out of every three grandparents takes their beloved heirs to a restaurant at least once a month, and almost as many go shopping with them, reports American Demographics. Grandparents also escort grandchildren on trips, to movies and to sporting events. Grandparents continue to hold tight to their role as toy-buying champs. More than 50 percent bought their favorite little ones a gift in the month before the Roper survey was conducted.
Older grandchildren open up another kind of business opportunity.
Grandmother Sunie Levin, a writer and consultant specializing in grandparents and grandchildren, counsels clients who include stockbrokers and banks as well as toy manufacturers. Because grandparents are investing in their grandchildren's futures, with college tuition assistance, expense accounts and even trust funds. A Consumer Today's parents, almost without thinking, are helping to create the next generation of spenders. In a survey of 222 mothers, American Demographics found that the birth and education of a consumer proceeds through five stages. Observing The first stage includes children's initial visits to the marketplace.