Considers the implications for brands and retailers of the social changes which have seen spending on children in the USA double every decade of the last 30 years, focusing on the design of retail stores; the child is a more discerning consumer than many traditional advertising strategies have recognised. Describes the proliferation of advertising media, in addition to the use of online use; this has combined with pressures on working parents to induce an upsurge in guilt‐motivated spending on children, the time‐poor shopping phenomenon, and has also led to youngsters undertaking shopping trips without adult supervision. Assesses the implications for store design of the time‐poor shopper and the sophisticated child purchaser.
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