The Last Word
Beyond Pester Power
By Amy Spiezio

It's no secret to anyone who has spent a Saturday morning at the local mall or grocery store: The phrase "Mom, can I have" repeated over the course of a shopping expedition has closed more sales than an entire store's staff can ever drum up. But step back from the annoying whine factor and consider the buying power of kids and teens.

Children are far more than seen and not heard in today's household--they are voting members of the democratic family with influence ranging over purchases large and small. According to the Harris' Influence Index (see chart), children ages eight to 12 decide or influence the purchase of 76 percent of vacations and even 28 percent of vehicles. For the 13 to 25 set, their say impacts purchases including 81 percent of groceries and 63 percent of TV sets.

The under-24 crowd is more aware of products and trends than previous generations. But for such a commercially aware generation, brand and designer surprisingly matter the least when selecting eyewear--5 percent for boys and 7 percent for girls. For 80 percent of boys interviewed, comfort is key, followed by 76 percent opting for style. For girls, 89 percent focus on style and 82 percent on comfort.

This generation has particular ideas of how style fits in with eyecare, but might need guidance about the effectiveness of contact lenses and eyeglasses. Contact lenses are more trendy and make a person look better, interviewees say, and 58 percent of those surveyed indicate that contact lenses would look better on them than eyeglasses. But they are not convinced contact lenses work as well as eyeglasses--46 percent claim that glasses help a person see better.

So, they need direction when selecting eyewear. Both boys, 45 percent, and girls, 38 percent, take the advice of their doctor primarily, while opticians and salespeople are influential to 19 percent of boys and 22 percent of girls. Focus on their willingness to take your advice. Your guidance can build a customer base that will return to you for their eyecare for years to come.