The data: Family-friendly experiences factor heavily into parents’ shopping decisions: 86% say these offerings influence where they shop, according to a June ICSC survey.

• Excluding essentials, parents spend $466 on average monthly on family-friendly retail and experiences.
• Around 3 in 5 (57%) visit shopping or retail centers with their children at least weekly, while 95% visit at least monthly.

Behind the numbers: It’s no surprise that parents have greater affinity for retail experiences that are better attuned to their needs as caregivers. But having family-friendly features creates an opportunity for retailers and retail centers to make themselves more attractive to children themselves. ICSC’s report found that the more influence children have over purchase decisions, the higher the average monthly spending on family-friendly retailers and experiences.

• 95% of parents surveyed report receiving requests from their children for specific stores, restaurants, or experiences.
• While children don’t always have the final say on where the family goes, they have considerable sway over spending: 54% of parents have spent more than planned because of their child’s influence, while 41% have traveled to a specific store or destination in response to a child’s obsession or viral trend.

Implications for retail: Retailers that create experiences for the entire family stand a greater chance of winning loyalty, not only from parents but also from children who can influence where their households shop. Companies can integrate these experiences into their stores or add them as loyalty perks, giving families more reasons to visit their destinations.