Children's target audience: characteristics and engagement strategies

In a world where the children's products market is developing at a rapid pace, understanding the target audience is critical for business owners. In 2024, marketers should focus more deeply on the needs and desires of both young consumers and their parents. It's not just about selling clothes or toys — it's about creating stories, emotions, and memories that will influence user behavior and sales.

In this article, we will tell you how to understand and interest the children's target audience, how to effectively promote children's products in a world that is changing every minute.

Children's target audience: features and trends

Age categories

For the children's goods market, it is important to take into account the age categories and interests of target consumers. The children's audience is not a homogeneous group and is usually divided into infants, preschoolers, primary school children and teenagers. Each age segment has its own characteristics and preferences.

For example, toys for preschoolers need to be safe, while products for teenagers need to be stylish and emphasize their individuality. Understanding these nuances is key to developing effective marketing campaigns.

Products for babies and newborns must be of impeccable quality and comfortable to wear. Materials should be hypoallergenic and as natural as possible. In physical stores, you can prominently display manufacturers' certificates, diplomas of participation in exhibitions, awards, and "recommendations and approvals" from pediatricians, which can convince parents who are concerned about quality and brand credibility.  

Children 3-5 years old quite clearly determine which thing they like, perceiving information on an emotional level. For parents, a trip to the store with a child of this age often ends with the purchase of a completely unnecessary item. 

Experienced preschool store owners and psychologists advise that to make the business go well, you should organize an exciting space in the store, because preschoolers' favorite activity is role-playing games, and it is during this period that the child actively copies the life of adults.

Preschoolers are actively developing their imagination. During this period, they adore fairy tales and stories, coexisting with their characters. That is why it is not the product itself, but the character that represents it that can inspire the loyalty of such consumers of a children's store. 

In children 6-9 years old analytical and evaluative skills, so they often try to demonstrate their own competence to adults. Commercials aimed at this segment of consumers often feature a teacher character. He explains in detail why a particular brand should be preferred, demonstrates its advantages, etc.

Psychologists note that at this age, children like to spend time with peers of their own gender, so sales consultants should use phrases like: "Almost all girls your age choose these sandals."

Modern fashionistas often refuse to have their parents help them in such matters as trying on a dress or pants. Give them the opportunity to feel like adults. The shelves on which the goods are lying, standing or hanging should be at a height accessible to the child — accessible to both eyes and hands.

In the promotion of goods for children 12-15 years old, it is worth paying attention to the priorities of adolescents, such as friendship, belonging to a group of peers or elders (socialization effect). Adolescents have a positive reaction to the use of idols in advertising — famous athletes, musicians or actors.

Adolescence is the transition from childhood to adulthood. Teenagers want to be different from their parents and peers. During this period, the child is actively looking for himself. That is why everything extraordinary attracts their attention: alternative music that should be played in the store, extreme clothes of sales assistants, etc.

The focus on bright individuality and daring behavior of the characters appeals to young people, but does not appeal to their parents at all. This can have a negative impact on sales — adults simply won't give money for a purchase. You can avoid such misunderstandings by emphasizing different characteristics of the product to teenagers and their parents. For example, when offering a sports bike, emphasize to young people that it is "cool" and to older people that it is useful.

Interests and needs

Children are interested in bright, fashionable and comfortable things. In order to attract and retain your children's target audience, you should follow current trends among children of different ages. Each age group has its own interests.

Influence of family and social environment

Children's family and social environment play an important role in their preferences and purchasing behavior. Parents are often the main decision makers, especially for younger children, so marketing should be aimed at them as well.

While parents may be convinced by the safety and quality of materials, children may be convinced by bright packaging or interesting shapes, and the presence of interactive elements in advertising offers.

For example, in one ad, show colorful visuals with bright characters familiar to children, and in another, emphasize the composition of materials and the safety of the product.

Technology and digital trends among children

It's hard to imagine a child who doesn't have a smartphone, tablet or other gadget. Modern children who live in a full-fledged environment are provided with everything: from games on tablets to educational apps, the digital world is an integral part of their daily lives. So, it's easy to see the importance of including gaming and mobile elements in marketing strategies.

Emotional connection and brand stories

Creating an emotional connection with the children's audience can be achieved through storytelling. Children love fairy tales and stories, so if a brand can tell something exciting or teach something new, and in children's language, it can be a powerful tool for attracting young customers.

Features of promoting children's products

Now let's take a closer look at how to use the peculiarities of the children's target audience in planning a marketing strategy.

Engaging the audience on social media

Social media is a good tool not only for reaching the maximum number of children and their parents, but also for turning them into loyal subscribers and customers. This is achieved through the publication of creative content, interactive games and contests, which will increase engagement and create a community around the brand.

Organization of events and actions for children

Holding events such as workshops, drawing contests, theatrical shows, or sports competitions can be a great way to directly engage children and their parents. Such events not only increase brand awareness, but also create positive emotions and memories, which in turn will increase audience loyalty. Keep events for preschoolers to 30 minutes or less.

It is important for children to have their talent recognized. Therefore, for each achievement in the game, kids should be awarded with prizes: these can be samples of goods or sweets. For parents, a discount coupon or discount card. Each contestant should be given an incentive prize.

Influencers and bloggers

Collaborating with popular children's bloggers or opinion leaders is one of the most effective ways to get your advertising message across to your target audience. They are influential among their young followers, who listen to their opinions. 

Development of merchandising and branded toys

Organizing the space in the store — competent placement of signs, non-standard display of products in windows and shelves, the presence of signs for visitors — these external details are important for creating a positive impression of the store and positively influence the purchase decision.

For example, place special laundry detergent, diapers, and wet wipes next to the newborn's clothes, and a water thermometer, bathing and hygiene products, and diapers next to the bathroom.

In a store for preschoolers, arrange inexpensive goods in brightly colored packaging at the eye level of a 5-year-old child, so that without adult help he can take from the shelf what he likes and what his parents do not mind buying.

A comprehensive display of goods makes it possible to significantly increase sales. Moreover, it is not necessary to supplement the main locomotive product with related products. 

If it is not possible to place the crib in the children's bedding department, you can use an advertising reminder: pediatricians recommend environmentally friendly wooden cribs and linen made from natural fabrics for healthy sleep of newborns.

The creation of branded toys or accessories can also be an additional source of income and a way to maintain interest in the brand. This idea was realized by the McDonald's fast food chain, which sells branded toys in Happy meal kits along with food. They have become a part of everyday life for millions of children and serve as a reminder of the brand.

Digital marketing and mobile applications

Children of both junior and senior school age spend a lot of time with gadgets, despite the fact that parents are struggling with this. Therefore, it is worth considering developing mobile apps or games related to your brand. It is also a great tool for collecting data on user behavior.

However, such a pleasure is not cheap, so an alternative solution is to develop commercials and promote them on popular online platforms such as YouTube and TikTok, where the potential target audience of children's clothing and children's products spends most of their time.

You should also think about your brand's presence on these social networks and actively promote entertaining and educational content that aims to capture the attention of not only young subscribers but also their picky parents.

Promotions and video advertising

Promotions are a classic method of increasing sales in a children's store. However, given the latest trends, video advertising in places where your target audience is present is a more effective tool for attracting them. This includes shopping malls, online platforms, and social media.

To make sales go better, you need to pay attention to the loyalty program. In particular, the teenage audience will be enthusiastic about collecting points and bonuses, filling out questionnaires, and participating in contests and sweepstakes. Unlike adults, they have time for this, and at the same time, they don't have that much money — teenagers are willing to seek even small benefits for themselves.

However, remember that "teen" loyalty programs should be different from "adult" programs in that youth promotions are not too long in duration. Teenagers lack patience and want to achieve their goals as quickly as possible, so don't make the program last more than a month, otherwise they will simply lose interest.

Improving service in the children's store

To ensure that your children's target audience, along with the older ones, feel cared for, focus on improving in-store service. 

When organizing trade, ensure minimal queues. Special programs, such as the Torgsoft accounting program, can greatly simplify and systematize the work of a children's store. Thanks to fast scanning of goods and efficient inventory management, Torgsoft significantly reduces waiting time for customers. 

In addition, integration with loyalty systems and customer base analysis capabilities allow you to offer customers personalized promotions and products according to their needs. This not only ensures a more personalized approach to each customer, but also increases sales by making the shopping experience in a children's store more pleasant and convenient. 

Going forward, children's marketing will continue to evolve, adapting to changes in technology and consumer behavior. Brands should take these trends into account in their strategies for promoting children's products.