Grandparents give insight into buying habits
By Tanya K. Merritte -- Kids Today, 8/1/2006 12:00:00 AM
Grandparents are willing to play a pivotal role in buying furniture and room décor for their grandchildren, a panel of grandparents said at the Kids Today conference held in June in Key Biscayne, Fla.
The group is a desirable demographic segment for juvenile retailers. According to a 2002 AARP study, grandparents spend about $500 annually on their grandchildren. By 2010, the study estimates there will be about 80 million grandparents in the United States, and the average age of first-time grandparents is 48.
The panel at the Kids Today conference included three grandmothers and a grandfather, all residents of South Florida. Joy Jurgensmeyer said she bought the main nursery furniture for her oldest grandchild, who is now 9 and lives in Miami. That was passed down to the younger siblings. Her newest grandchild is about 7 months old and lives in Washington D.C., and Jurgensmeyer said she sent her daughter a check for the baby's nursery furniture. She said she shopped at Lavin's, a Miami-based independent specialty store, for her first grandchild. "It had curb appeal," she said.
Jurgensmeyer added she wasn't looking for a particular brand of furniture while shopping, just sturdy, solid pieces.
Mary Radzville has 10 grandchildren ages 2 to 15, and she bought a crib and other nursery furniture for her fourth or fifth grandchild. Radzville, who went shopping with her daughter-in-law, said it was important to her to find good wood furniture that could grow with the child. "It's better to invest in a good quality piece," she said.
Karen Whiting's first grandchild is due in October. Whiting's son is in the service and he and his wife are moving in with her later this summer after returning from Hawaii. Whiting is converting a spare room into a nursery and plans to buy the furniture. She said she had been flipping through Pottery Barn catalogs and was leaning toward buying there, but she added she wouldn't make any purchases until her son and his wife were in Florida.
In contrast to the rest of the panel, Willie Maurer, the lone grandfather, said he and his wife had not made any major purchases for their four grandkids. "Our kids have their own tastes, so we don't try to buy them anything," Maurer said. "(But) if they need help, we're there for them."
Jurgensmeyer and Radzville said their shopping has extended past furniture to include bedding, toys, puzzles, books and clothes. The women, along with Whiting, said they utilized Web sites and catalogs for shopping at home. One advertising resource — the Yellow Pages — seems to have fallen out of favor. "I haven't looked at the Yellow Pages in years," Whiting said.
In addition, Jurgensmeyer and Radzville had purchased items for their own homes for when the grandchildren are visiting. Jurgensmeyer has a stroller and play yard, and Radzille has a play yard and collapsible high chair.
The grandparents noted there are several new products on the market that they wished had been available when their own kids were little, notably Diaper Genie and baby carriers. Radzville said she thought some of the newer baby products, such as carriers, encouraged dads to spend more time with baby.
"Sons are much more involved nowadays," she said. "They take these little babies hiking!"
Willie Maurer, left, Karen Whiting, Mary Radzville and Joy Jurgensmeyer answered questions on shopping, their grandchildren and their expectations with attendees.
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