They may not be making as much of their own money, but Gen Z influences over one third of their household purchases. The majority (87%) of parents say that their children influence their purchases in some way, according to recent research by the National Retail Federation. Over half of parents say that they include their children in decision making because they trust their opinions, and 80% say they wish retailers would make it easier to involve their kids in purchasing decisions. (Retail Dive)
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