London - Research has shown that many adults routinely give in to the “pester power” of their offspring.
Nine out of ten parents said their children demand things when out shopping together – and one in six find it difficult to say “no” when they are pestered, a survey found.
Of those that give in, four in five bought snacks and three quarters bought a beauty or toiletry product.
Only children were more likely to be spoilt, while fathers were seen as a softer touch than mothers.
Just a third of children said their parents were “strict”.
Ina Mitskavets, of market researcher Mintel, which carried out the survey, said the “greater degree of influence children have over their families’ purchases” is a result of families being closer.
Four in ten adults said they were closer to their offspring than they were to their own parents.
Daily Mail