If 83% of teenagers now own a smartphone, it’s natural to assume that they do most of their shopping online. Yes – and then again – no.
While Britain as a whole spends £6.58m every hour online shopping, teenagers are still one of the least likely groups to buy clothes online, for complicated reasons.
1 – teens shop as a herd or pack – it’s important to get to the High Street or mall and be with your mates to chose clothes
2 – teens trade clothes a lot – so often they are buying something that needs to have crowd appeal, and that means getting their friends to try the garment on too
3 – teens like to be different – that means that shopping in any way that’s approved of by their parents is automatically out!
So how does a parent encourage teenagers to the most for their clothing budget?
• Encourage dual shopping – they can go to the shop to try on clothes and then make their actual purchase online, having used comparison shopping to find the best deal for something they already know suits them.
• Remind them that click and collect means they can pre-order a T-shirt and try it on in the shop without have to necessarily buy it. Often if a teen goes to town for a specific purchase they come back with more money in their pockets than if they go haphazardly to look for ‘something cool’.
• Coupons, vouchers, BOGOFs and free delivery all make online shopping enticing to cash-strapped teens because their friends don’t need to know they bought from the bargain basement.
• Most teens need some kind of part-time job and encouraging them to find one that has a uniform can save a massive amount of wear on their personal clothing, so it lasts longer and has more appeal to them because they haven’t been wearing it to work.