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NPD: Women top spenders in juvenile products market


PORT WASHINGTON, NEW YORK — Women are the majority spenders in the juvenile products market, accounting for 77% of total dollars spent, while nearly half of all dollars spent come from parents buying for their own children, according to The NPD Group.

Buyers ages 25 to 44 account for 57% of dollars spent on juvenile products, while more than half (55%) of the dollars spent in the juvenile products market comes from occasion-based shopping such as childbirth, baby showers, and adoption.

According to the report, of all dollars spent, 15% comes from items purchased off a baby registry, and half of all money being spent comes from the clothing and layette, seats, travel and carry, and furniture and nursery categories.

“Babies may be small, but their arrival into the world spurs some of the biggest spending a family might make outside of their home and car purchases,” said Anita Frazier, industry analyst, The NPD Group. “While women account for the majority of the spending against children of this age, this varies considerably by category. In the case of entertainment like books, music, and video, men account for 41% of spending.”

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