Ethically Develop Kids into Collectors

Researchers at University of Nebraska-Lincoln verified what parents already know: Children love to collect items—ranging from dolls to sports cards to rocks. But the researchers also identified how the motivation for collecting changes as the child gets older.

      As a general consumer rule, males are quite competitive and females are quite collaborative. But age also makes a difference when it comes to collecting. Compared to first-grade boys and girls, fifth-graders assemble their collections for more social reasons. They enjoy knowing what others have, are open to trading items, want to fill in their collections with items others don’t have, and are aware items in a collection differ in value.

      First-grade boys and girls aim for quantity. The more you have, the better, and there is a competition with other first-graders. Merchandising collectibles for first graders means carrying items in easily distinguishable colors or shapes. Because the emphasis is on quantity, the parents and grandparents doing the purchasing will be happier with the retailer when the items are small and inexpensive.

      For fifth-grade collectors, merchandise using items that have easily distinguishable capabilities. Each alternative can do something different. This one jumps, and this one talks. Show those distinctive capabilities in ads and store signage. Keep parents happy by having a range of price points to match the sophistication of capabilities.

      Actually, this range can end up making the kids happier, too. Stanford University researchers decades ago found that children who learn to delay getting items they yearn for turn into more responsible adults. The children do it by finding enjoyment in anticipating what’s to come.

      There are ethical issues for retailers who exploit a child’s urge to collect in ways that damage the child’s family. The way around this is to encourage your young customers to maintain wish lists.