Survey: Family-friendly experiences impact shopping decisions
Family-friendly experiences and retail are a high priority for American families despite rising costs.
According to a survey of U.S. adults with children from ICSC, fun and enjoyment (68%) and spending time together (66%) rank ahead of price and affordability (60%) when parents evaluate retail and experiences. Most parents (86%) say family-friendly experiences influence where they choose to shop, while 79% say regular family-oriented events or activities would make them more likely to visit a shopping center.
ICSC found that nearly three-in-five parents visit shopping centers or retail districts with their children at least once a week. Among them, a strong majority (81%) visit for “discretionary purposes,” such as dining, entertainment, children’s activities or socializing, spending an average of $466 per month.
Notably, 95% of parents say their children request specific stores, restaurants or experiences, while nearly half of parents say deciding where to go is a shared decision between them and their children.
“Today's families are looking for more than a place to shop,” said Tom McGee, president and CEO of ICSC. “They're looking for destinations that help them accomplish everyday tasks while also creating opportunities to spend quality time together. ICSC’s research shows that family-friendly experiences are an important factor in where families choose to spend their time and money, and children increasingly influence those decisions.”
[READ MORE: ICSC: In-store visits remain key for back-to-school shopping]
Additional highlights from the ICSC survey include the following:
- More than half (54%) of parents say they spend more than planned because of their child's influence, while 50% have purchased products they would not normally consider to keep up with a child's latest obsession or viral trend.
- Four-in-10 (41%) have traveled to a specific store or destination based on their child’s preferences, while 26% have changed where they shop regularly.
- More than a third (35%) say they prioritize experiences for their children over material purchases, compared to 5% who prioritize material purchases over experiences.
“For shopping centers and retailers, creating engaging, family-oriented experiences is no longer an add-on — it’s a vital opportunity to drive visitation, spending and long-term loyalty,” added McGee.
ICSC’s “Family-Focused Retail” survey was conducted online from June 9 - 14, 2026, among 1,004 U.S. adults with children ages three to 16 years old living in the household.
