Marketing Sporting Goods to Teens May Change

Teens form a ready market for sporting goods equipment and apparel. Members of this demographic may be playing sports on school teams or exercising for fitness. They may also be purchasing footwear and apparel to be trendy. And this demographic also possesses its own spending money. runningshoes

Does it make sense for sporting goods marketers to target teens with their message? For the first time, the Where America Shops survey included a section this year on teen shopping behavior, to try to answer that question.

Here’s why the typical 13–17 year old shopper selects a specific retail store:

  • Quality products 77%
  • Price 74%
  • Products in stock 67%
  • Product/​Brands offered 64%
  • Helpful Staff/​Good service 52%

According to study analysts, teen shopper behavior largely mirrors adult behavior. One significant difference related to teen girls though. This group said that special events and sales were the most important influencers when it came to purchasing sporting goods.  Analysts also noted that favorite teen destinations include Foot Locker, Journeys, PacSun, Nike and Kohl’s when purchasing sporting goods. Teens visited large stores such as Dick’s Sporting Goods and JC Penney at the same rate as adults while they tended to make fewer visits to outdoor retailers.

Marketers of sporting goods may want to emphasize factors such as quality and price during ad campaigns in order to increase sales to the teen demographic.

[Source: The Teen Factor, Sporting Goods Magazine, Fall 2009}
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.