In our last few blogs, we have been looking at our YouthBeat age groups through the lens of their top wishlists items for this year. If you’re shopping for a tween, you know that being “in the middle” – navigating the treacherous territory between the safe haven of childhood and the risky waters of the teen years – makes for a complex and sometimes confused wishlist for the holidays. Right around 11 years old, we often hear parents of boys and girls complain that their children no longer have a go-to store, and there “asks” have become alarmingly few and far between…Sounds like a nice problem to have? Perhaps, but parents of tweens know that their children still have high expectations for their holiday hauls, and they also know that tweens’ lack of locution doesn’t mean they don’t have strong opinions about what they want. So, below is our best attempt to help these moms and dads out!
If you need a tween shopping heuristic for the holidays, think child-like fun with a sophisticated twist. This lead us to a whole category that has served as a timeless turn-to for the tween set…Back in the late 80s, I remember, fondly, wishing for a bottle of Coty’s “Exclamation” under my Christmas tree. For tween girls, dressing up and putting on a look still feels playful, more than purposeful, and perfume serves as the perfect entry point to the beauty business. This category, which plays to the senses without putting forth an overly adult look, lets tweens fantasize and day-dream without being too daring. Every holiday season, a number of new brands emerge, but this holiday, we’re betting on wonderfully girly “Wonderstruck,” by Taylor Swift, the romantically optimistic “Someday,” from Justin Bieber, and for the ironic older tween, Hello Kitty and Crayola (yep, Crayola!) sprays from quirky scent house, Demeter.
- This year, reading gets a rad makeover withEBooks making it on to tweens’ radar. Barnes and Noble’s Nook Color and the Kindle Fire may make for a new kind of scene – instead of tweens listening to their iPods together, we may see them side-by-side with their stylishly accessorized eReaders, downloading the latest installment of the Hunger Games or “Pretty Little Liars.” Although YouthBeat data suggests that tweens continue to prefer paper (with some industry experts hypothesizing that the buy-it-on-release-day mentality created by the Harry Potter Series has led this generation to take on a collectors’ level love of the hard cover version of their favorite reads), this year, we expect to see tweens take hold of this new technology to a greater degree than ever before. If eBooks are slightly too sophisticated (or pricey!) for your tween, take a chance on another kids/tween trend – making you the star of your own book or comic! U Star Novels puts your name into a novel, combining younger tweens’ love of customization with their desire to see their name in lights (or print).
- Nike might not seem like news to us, but for tweens, this brand continues to top their list for footwear, and for boys and fashion. NikeiD gives the traditional brand a tween test, allowing tweens to get an authentic and socially endorsed product, but one of their own making. Customizable fashion can tend to feel kiddish, but mostly because the big brands tend to lead versus follow tween style…And too much play makes for a product that tweens don’t feel comfortable displaying. But NikeiD, which allows tweens to take a gift card to a website and create their own bags, kicks, and sport watches which look more like a find than a fun arts and crafts project.
Next up, our final group – teens!