It’s no secret that the spending power of women is a force to be reckoned with. Statistics show that women make the majority of the household purchasing decisions both for family and personal needs. Marketers have begun to take notice of this trend, but another important demographic within the female sector that offers great opportunity for segmentation is that of the “tween population.” Tween refers to the stage of life between childhood and teenage years. In ‘olden days’ you were considered a child until the age of 13. Restaurants provided a kid’s menu for ages 12 and under and parents demanded that we eat accordingly. Now, young people identify themselves as tweens starting at about 8 years old.

Tweens see themselves as much more mature than they actually are. With this perceived maturity comes the desire to take control in certain areas of their lives, including clothing choices, entertainment and what to do with friends. About 40% of kids in the U.S. receive an allowance, money that they are provided by their parents to spend as they wish.

As we have already seen with the typical female consumer, brand loyalty is very important to any organization. Instead of waiting until women are grown-ups to try and attract them to your product, why not reach out to them when they are young and start building loyalty with the female tween population? It might involve offering specially developed products at a lower price point to appeal to younger audiences or perhaps launching a new twist on an old favorite.

If your brand would like to tap into the buying power of the purse, let the team at FletcherPR help you. We specialize in reaching women (and girls!) of all ages through the power of media.