The Giggle Guide^® asked 26 moms “Are there certain types of children’s products you’re willing to pay a premium for?” When it comes to the welfare of their children, it is not surprising that most moms will invest more on products that ensure their kids’ health, safety, comfort and education. Quality and durability are also worth a premium. It is interesting that there is one product category in particular moms don’t want to skimp on — what do you think that is?

The Question:

Chris from Brooklyn, NY - Age 49 / Girls - 3 years & 1.5 years

“

No, we are bargain shoppers. If the product doesn’t come with a discount or markdown attached, we probably won’t buy it. Usually, a premium is solely related to the company’s reputation or advertising costs and may not have anything to do with quality, etc. Food is probably the only category I would consider paying a premium for. Definitely not on clothing because children outgrow clothing way too fast to substantiate the added cost.

”

Shauna from Churchbridge, Saskatchewan - Age 29 / Girl - 17 months

“

Most importantly, the car seat and stroller! Safety is number one! Shoes. I believe that when children are small and learning to walk and improve their coordination, it is important for them to be comfortable. Clothing is also an item that we would pay more for. Quality in clothing definitely makes a difference in durability and comfort. Educational books and toys are also important to us. We would definitely pay more for interesting books and educational toys that will advance Ruby’s development.

”

Denise from Pleasanton, CA - Age 32 / Boys - 8 years, 6 years & 1 year

“

I am willing to pay more for not made in China and for eco-friendly/green toys. I want toys that will last. I want quality toys.

”

Jovie from Lancaster, CA - Age 33 / Girl - 15 months

“

Yes! Anything that’s safe and anything educational, I would pay top dollar for.

”

Lucy from Brooklyn, NY - Age 38 / Boy - 10 months

“

No. In no way whatsoever would I pay more. No need to pay more for products when the generic is the same.

”

Natasha from Breckenridge, CO - Age 34 / Boy - 6 years / Girl - 2 years

“

Shoes. I love Pedipeds, See Kai Run and Pedoodles but I think they are a little overpriced. Kids grow fast and $36 plus per pair is too much, however I buy them

”

Heidi from Vallejo, CA - Age 37 / Girls - 3.5 years & 1 year

“

Yes. Educational items, shoes and sometimes certain clothing.

”

Heather from Farmington, CT - Age 36 / Boy - 2.5 years / Girl - 8 months

“

Yes, I pay a premium for shoes. You pay for what you get and you can’t find the uniqueness in other types of shoes. I will pay $50-60 for a pair of kid’s shoes. They wear them til they outgrow them and the comments people make about how different they are are great. Also, will splurge for a few good staple items of clothing for the kids that can be mixed with less expensive items (e.g., a neutral sweater that looks more expensive can be paired with a pair of pants from old navy and a cute pair of designer shoes and suddenly the entire outfit looks more expensive.) I follow the same type of dress philosophy in my own style and it’s carried down to my kids.

”

Brandi from Colorado Springs, CO - Age 36 / Boy - 6 years / Girl - 3 years

“

Some clothes or shoes, mostly because they are going to look too cute to pass up.

”

Christine from South Orange, NJ - Age 30 / Girl - 13 months

“

Organic baby food, certainly. Also, I’m generally willing to pay more for a product that will last for a long time. For example, I just purchased Pedoodles for the first time after high marks from other moms re: their ability to withstand a lot of use. And they’re so cute and have held up great!

”

Sherrie from Truro, Nova Scotia - Age 35 / Boys - 12 years, 10 years & 10 months

“

Yes, I definitely do. I will pay for more quality.

”

Patricia from Monroe, LA - Age 45 / Boys - 6 years & 4 years / Girl - 19 months

“

Yes, Shoes. Certain toys. Clothes – only if they’re specialty (i.e. LSU shirt, or themed clothes).

”

Karen from Angleton, TX - Age 47 / Girls - 11 years & 9 years / Boy - 7 years

“

Nintinedo DS and games. They last and the kids enjoy playing them.

”

Margaret from Great Falls, MT - Age 46 / Boy - 6 years / Girl - 4 years

“

Not yet anyway, although we may pay higher prices for some of the science-related things we buy. We try not to get caught up in having to buy ‘the toy’ of the year stuff.

”

Angela from McLean, VA - Age 43 / Girl - 6 years

“

Yes, if I think a manufacturer offers quality we will pay a moderate premium over goods of a similar nature from a less well known producer/manufacturer, and for two reasons. First, as noted above the relationship of brand/perceived quality, and second, some of the more ‘girly girl’ items are only available at high-end department stores. Neiman Marcus for instance has a great kid’s shoe section offering both quality and style probably at a price premium, but a girl has to have shoes, right?

”

Patty from Nashua, NH - Age 42 / Girl - 2 years / Boys - newborn twins

“

Baby products like cribs, strollers, and car seats. You don’t want to cut corners with these type of products.

”

Maureen from Dublin, OH - Age 43 / Girl - 2 years

“

If it is something that I know will truly help assist with her learning.

”

Danielle from Lowell, MA - Age 39 / Girl - 18 months

“

No.

”

Michelle from Fargo, ND - Age 38 / Girl - 18 months

“

Yes for themed toys (Winnie the Pooh) and items that serve multiple purposes.

”

Stephanie from Culpeper, VA - Age 37 / Boy - 6 years / Girl - 2 years

“

I will pay more for anything made in the USA, and also name brand items that I am more confident in their longevity.

”

Ande from Dallas, TX - Age 26 / Girl - 4 years / Boy - 6 months

“

I am willing to pay more for a product that is durable and will be used for a significant amount of time. I would much rather pay more for a product we can utilize for a longer period of time than to pay a smaller amount for something that will need to be replaced several times.

”

Erica from Philadelphia, PA - Age 30 / Girl - 2 years / Boy - 9 months

“

I am willing to pay more for Pedoodles shoes, because I have seen first hand that my daughter was much more stable in them while learning to walk. Footwear is very important for growing children and is not a spot to go cheap.

”

Emily from Surrey, British Columbia - Age 29 / Girl - 2 years

“

Products with her favorite characters on them (i.e. Dora the Explorer).

”

Joanna from Boston, MA - Age 40 / Girl - 2 years

“

Yes, lotions and cosmetics, shoes, strollers.

”

Heather from Sacramento, CA - Age 35 / Boys - 6 years & 18 months

“

Yes, shoes— foot health is so important. Also toys that last because they are worth the investment and a few nice wooden ones are better than a truckload of plastic. Also, I pay more for strollers and car seats for the convenience (ever used a Britax? so easy in and out) and safety.

”

Katie from Big Pine, CA - Age 29 / Boys - 3 years & 8 months

“

The Learning Leap items I would be willing to pay more for. Education is key and I feel there is no price too high.

”

The Wrap-up

A high percentage of the moms surveyed will pay a premium for certain types of products. Only 4 moms were bargain shoppers for everything. It is interesting that several moms mentioned they will pay more for their children’s shoes than for any other category. Here are the results:

Will Pay a Premium - 22 moms (85%)
Will Not Pay a Premium - 4 moms (15%)

Of the moms that specified a product category, here is a summary of their premium purchases:

Shoes - 6 moms
Educational Products - 4
Toys - 4
Car Seats/Strollers - 3
Made in U.S.A. - 3
Clothes - 3
Organic Baby Food - 1
Green/Eco Products - 1

For our next survey, The Giggle Guide^® is asking the moms, What is one thing you think manufacturers of children’s products should know or consider changing? Check back soon to read the moms’ replies!