Babies: A Growth Market
By Staff -- Gifts & Decorative Accessories, 7/1/2006
In 2005, the total number of preschoolers under age 5 in the United States was estimated at 20.3 million. The number of elementary school age (5 through 13) children was 36.1 million, reflecting a slight dip in the “tween” years, and high school age (14 though 17) children numbered 17.1 million. Not only are Americans having lots of babies, they're having them later, which means more parents have more disposable income to spend on little luxuries. And as the Baby Boomers become grandparents, the market for baby goods gets even bigger. Grandparents aren't just mailing in the birthday and Christmas presents, either: they're a prime market for everyday baby goods. According to the 2000 census, some 3.6 percent of Americans over 30 are living in the same household as a grandchild; of those, 42 percent are primary caretakers of those grandchildren. For more on how to market to the sensibilities of today's parents, see “Cool, Baby” on page 60.
