Many Parents Don’t Know When to Purchase New Car Seats

BY Rachel Cagle
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"Moving your child through the various stages of car seats can be expensive, especially with the average price of a new convertible seat right around $175, says Consumer Reports. The key question for parents, of course, is when to upgrade."

"There are various factors to consider, but parents should be careful about making the switch too soon. The child's safety should always be the primary goal."

"When Should You Upgrade Your Child's Car Seat?"

"When your child is too big for an infant seat. Many rear-​facing infant seats have weight limits of 30 pounds or more, but most don’t have matching height limits. So don’t be surprised if your child outgrows the infant seat long before he or she reaches the weight limit."

"Your safest bet is to trade up to a convertible seat, which can face either the front or back of the car, and continue to have your child face the rear."

"When your child hits one year old. If your child has reached his or her first birthday and still fits in a rear-​facing infant seat, the safest move is to switch to a rear-​facing convertible."

"Consumer Reports' newest test methodology includes simulating what happens in the event of a crash. In those tests, we found that a 1‑year-​old child was far more likely to hit his head on the back of the front seat while in a rear-​facing infant seat than he would be if he were riding in a rear-​facing convertible seat."

"When your child's car seat has expired. Many parents don’t realize that child car seats carry expiration dates. This is particularly important when you have several children and use the same car seat for each one."

"The owner's manual or seat label should tell you when the seat was built and when it should no longer be used. The life span is usually six years."

"Expiration dates ensure that key components of the seat haven’t become too worn and that the seat meets contemporary safety standards, which are always being raised."

"If your child's seat has been in a crash. Most seats can be reused after a minor fender bender. But the National Highway Traffic Safety Administration (NHTSA) recommends replacing a seat if it was in a collision that either involved injuries or required the vehicle to be towed; if the airbags were deployed; or if the seat, or the door nearest the seat, was damaged."

"If the seat you've been using has been in such a crash and you haven’t yet replaced it, a trade-​in event could be a good time to do so."

"When your child's car seat is damaged. Daily use, heating and cooling cycles, and less-​than-​careful storage can take a toll on a car seat’s structure. Parents should check for cracks, loose parts, and worn straps and fasteners. If the seat is damaged, it may not offer as much protection in a crash as it needs to."

"Even if you’re trading in for the same type of seat, one with new, undamaged components will provide better protection."

"When it’s simply time for the next step. If your child has outgrown his or her current car-​seat stage or is close to doing so, a trade-​in event may be the best time to make the move."

"Don’t rush the process, even if the savings are tempting. Other than moving from a rear-​facing infant seat to a rear-​facing convertible seat, other transitions may be less safe for a child. For example, a forward-​facing seat is less safe than a rear-​facing seat, and a booster is less safe than a forward-​facing harnessed seat."

The majority of Parents of Newborns/​Toddlers have daily commutes to work of either less than 20 minutes (30.5%) or between 21 minutes and an hour (29.3%), according to AudienceSCAN. What better time to be reminded to upgrade their child's car seat? According to AudienceSCAN, last year, these parents took action after hearing ads on both over-​the-​air and online radio (48.2%) and seeing outdoor ads (44.7%). They can also be shown ads while they're at home. Last year, 58.9% took action after seeing TV commercials and they're 70% more likely than others to find ads on their mobile apps useful and 16% more likely to find ads on social media useful.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on children and infant supply stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.