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Singles' Day, Singles' Day, a big holiday for children? - Walla! Of money

2022-11-11T12:45:17.235Z


The November shopping holidays, once a matter for adults, are now accessible to every child. What is left for the parents? Mainly to give the credit card details to the young shopaholics, or not


Gone are the days when children were content with "shopping" for sweets (Photo: ShutterStock)

The month of November boasts the annual shopping celebration.

Shopping IL is already behind us, today is Chinese Singles Day, November 25 will be Black Friday, and three days after that you can continue to spend the budget that may be left in the Cyber ​​Monday sales.

In recent years, much younger shopping enthusiasts have also been added to the adult shopping addicts who look forward to sales every year.



"From statistical data of our customers' websites, we see that the new e-commerce consumer is a child between the ages of 8-14. The age range 8-10 makes up 3% of all buyers, and children between the ages of 11-14 make up 5% of all buyers. These are data we did not know until the Corona virus. In 2019, among our customers, almost no buyers of these ages were registered.



Until the Corona, we were talking about young buyers over the age of 14. Also, the number of young buyers increases by about 10% every year, and this is of course also reflected in the shopping holidays," says

Guy Fisher, senior technology manager At Elad Digital

From Elad Systems, which deals in the field of digital, CRM, data and e-commerce.



According to him, there are several reasons for this.

"In terms of consumption habits, the corona virus has done something for every age. People over 60 have also started shopping online at the supermarket, and on the other hand, we have seen children who have also become e-commerce consumers. Everyone at home had iPads, smart phones, classes took place on Zoom, there was greater exposure to screens, There was also boredom - that means more social networks, which equals advertisements," explains Fisher.

Guy Fisher, Senior Technology Manager at Elad Digital (Photo: Public Relations)

fell into the net

"The social networks that young people are exposed to, such as Tiktok, Instagram, Snapchat, have a great influence on their consumption habits. They are constantly exposed to advertisements there, the advertisements are adapted to the content they consume. Today, for example, fashion websites also have options to purchase together. The buyer comes together with his friend to look at the products. Among children and teenagers, the most purchased items are clothes, shoes, a very high percentage of accessories and even makeup. There are also 6-year-old children who buy apps that cost money."



Are there other reasons for the increase in young buyers?


"Also the introduction of the fast payment options, of all digital wallets, such as Apple Pay, Google Pay, unequivocally caused the age of online buyers to drop. In fact, today with all 'family management' systems, with the help of all kinds of applications, you can open an account for children and allow them Use the parent's digital wallet while limiting amounts.



For example, I allocate a budget for my children like pocket money, with which they can purchase digitally.

They have the option to use my credit card automatically up to a certain amount.

In the past parents would give their children a loaded card, today digital wallets have gained more momentum.

Of course, not all children are yet completely independent in terms of payment, not all of them have privileges, and a large number put products in the basket themselves and ask the parent to pay."



Are the children ready for the shopping holidays yet?


"There's nothing these kids don't know. They know it very well and even come prepared. They know which websites will have which promotions. Fashion chains already run campaigns a month before the shopping holidays, and one of the things that most make the youth exposed to this are the influencers. On social media, they They are exposed to influencers, who already start trickling in a month before the shopping holidays. They follow their heroes, and don't always understand as children that this is the influencer's job, that he received money to upload a product, publish some kind of sale, upload a story.



Today we see network stars that you and I will never know, those who have never been on TV, but have tens of thousands of followers, some YouTuber, gamer, or a girl who does styling and uploads pictures of the clothes she buys.

These guys distribute the content to hundreds of thousands of children.

Today this is the most successful advertising method, with very high conversion rates.

The hand of the youth is quite easy on the keyboard." Online promotions exist all the time, but during the shopping months, says Fisher, "the companies allow themselves to stretch the limits, to be perhaps less profitable in the particular product, even to the point of cost price, because they realized that in the long run it is like Advertising campaign.



There are chains that break prices during the shopping holidays and even allow themselves to sell a product at low loss percentages under the title of investment, instead of advertising and investing money in the campaign.

For commercial companies that want to increase sales during the shopping holidays among young people, I would recommend a lot of social media influencer campaigns.

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Roni Hecht, Neta's mother - an example of a girl who has already learned to buy clothes for herself online (Photo: Private)

just want to buy

Neta, 8 years old from Petach Tikva, is an example of a girl who has already learned to buy clothes for herself online.

"In the routine of life we ​​live in, it's hard for me to find the time to take my daughter to the mall in the afternoon," says Roni Hecht, Neta's mother.

"My husband works late, Netta has two other younger brothers, I come home in the afternoon, and she doesn't like changing clothes behind the curtain either. That's why we quickly switched to online, when at first I would mostly order for her. Then Netta reached the age where her mother She likes, not necessarily she likes. We started sitting together, I would show her the clothes and she would choose. But today's children pick up everything in an instant, this 'Googling' is natural to them, and she just took command of it."



What does that actually mean?


"She just wanders by herself through the SHEIN and Next website apps on my phone and chooses for herself. Then she comes to me with the items she put in the basket. I don't order everything she chooses for her, some things seem expensive to me, some things I think are inappropriate or inappropriate , I exercise judgment.



I do the filtering, but I like that she can choose for herself. This allows her an open world like mine, and it also develops a kind of independence for her: she chooses for herself, finds the style that suits her, develops her own self Hers, is learning to buy on her own. She also has the pleasure of waiting for the package. Today the deliveries arrive quite quickly. Usually within two weeks, and sometimes even within four-five days, she receives the package in the mail. She very much enjoys the whole experience of purchasing, waiting, measuring at home If there is something that doesn't suit her, we have a family that we donate to, and then it also gives the girl some kind of good feeling of giving."

Limor Harari, Head of the Center for Innovation and Technology in Education, Gordon Academy (Photo: Gordon Public Relations)

Start from the basics

"Today we are talking about e-commerce consumption by elementary school-age children. As every child has a smartphone, it becomes a purchasing tool," says

Limor Harari, head of the Center for Innovation and Technology in Education, Academician Gordon

.

"Children are basically e-commerce consumers for everything. They get to know products in the various media, are exposed to network influencers, even every gaming environment they are in turns into a marketing environment without them noticing. That's why already at this age they need to be taught financial literacy and smart consumer skills."



How do you do it?


"They need to be taught to use criticism mechanisms, critical thinking. They need to be exposed to the commercial mechanisms behind network influencers and taught to manage processes of decision-making and delaying gratification.



The world they are in is not simple.

They are exposed to advertisements from the moment they get up in the morning.

If in the 19th century a person was exposed to a certain amount of information during a year, then today it is equivalent to the amount of information a child is exposed to in a day.

All day he is exposed to unfiltered consumer information, information overload, unnecessary information.

In the midst of all the tangle of information, he also needs to know what is true and what is not, what information is reliable, what information is trying to sell him something.



Therefore, these issues need to be brought to the attention, and not only in terms of 'father and mother have money or no money', but to reveal the commercial mechanisms behind the purchase, and also to understand whether this is really a purchase that will contribute something or is it an impulsive purchase and that after a second they will already throw the product away" .



Harari adds: "You need to plan what is important to the children, what their desires are, maybe make a list. Many times parents fear that conversations about money intensify the materialism of the children, but the environment itself is already materialistic. If they don't talk about it with the children, they will have much more It

is difficult to deal with this environment.



The shopping holidays also automatically pop up for children in the various media. As mentioned, they are exposed in general, and especially during this period, to a great many advertisements. This is an opportunity to look at the advertisement with a child, convey the marketing message to him and stimulate him to think critically about the marketing message ".

Dr. Merav Shoham, lecturer in consumer behavior in the Department of Communication at Tel Aviv University (Photo: Raanan Cohen)

"In general, the trend of online shopping has increased both among adults and among children, who have already become beyond 'digital natives'. They have already grown up with smartphones and a constantly connected and online environment, so it also seems very natural to them to shop this way," says

Dr. Merav Shem, a lecturer in consumer behavior in the department of communication at Tel Aviv University

.

Although if you were to ask parents how many of them actually give their children access to online payment, I'm not sure that the majority would allow it."



Shaham adds: "Unlike consumers who are a bit older and may already be more suspicious of all kinds of network influencers and are open to manipulation, a 10-year-old boy or a 14-year-old girl does not necessarily understand this. They understand what their friends are doing, things that are popular among classmates. By the way, even among adults, the use of smartphones and touch screens provokes more impulsive, more hedonistic consumerism. But as mentioned, young people have less protection and understanding regarding all kinds of manipulations."

  • Of money

Tags

  • Shopping

  • Black Friday

  • Cyber ​​Monday

  • Shopping

Source: walla

All business articles on 2022-11-11

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