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In addition, every fifth parent buys most of their consumer goods secondarily ( 11 percent) or lends/receives handme downs ( 11 percent). Pricing is the main driver for three fourths (76 percent) of US parent purchases of consumer goods, with half (55 percent) believing that it is better to purchase used goods for following kids than new ones.
Increasing interest in the second-hand market has not prevented bulk marketers from being the first port of call for baby household items, as three out of four (74 percent) families buy from these merchants. In addition, baby supermarkets have become an increasingly sought-after target in the past year: three out of five (61 percent) adults currently buy from baby supermarkets, compared to 54 per cent in 2015.
43 per cent of mothers buy long-lasting baby products online from bulk marketers and one third (33 per cent) in baby online shops. In total, 71 per cent of online parenting buy consumer goods for babies. Whilst online retailing is omnipresent in many consumer goods segments, families still choose to buy long-lasting baby products in stores.
In fact, four out of five parent companies primarily research online and buy online while 82% are interested in ordering online but collecting at the shop (77%). Innovation in the second-hand markets could provide additional benefits to merchants, especially bulk sellers, as purchases from these merchants have declined by 13% since 2014.
In addition, 81 per cent of the consumer agrees that shops should provide trade-in programmes for long-lasting baby articles that are no longer needed. As the second-hand consumer goods markets continue to rise, the vast bulk of consumer goods for babies are still newly purchased (76 percent), with 28 per cent of customers giving them as presents.
From 2014-15, this led to a 3 per cent increase in consumer goods retailing to $9.3 billion, mainly due to baby furniture purchases ($5.4 billion in 2015). "Adults depend on online ressources to buy durable baby products, but we find that most choose to buy in-store to maintain safe, high-quality products before they buy.
This is a good signal for incumbents, but they will loose their stake in other outlets if they do not find ways to provide parental access to old goods or market places that allow parental bonding. Merchants should be careful to contact customers via their portable device through offers and promotional activities, especially when they are already in the shop, to create additional buying incentives," Smith concludes.
A copy of the Baby Durables US 2016 Interim Financial Review and an interview with Diana Smith, Senior Research Analyst, Retail and Apparel, are available upon review from the Media Relations Team.