The big role that youth sports plays in the lives of many US families gives retailers a unique chance to connect with shoppers.

During sports seasons and tournaments, many parents are making purchase decisions based on what their kids need to play, including categories beyond equipment, like snacks, dining, travel and automobiles, a survey by EMARKETER and DICK'S Media found.

• 63.0% of the 662 US parents included in the survey have children in youth sports.
• And 84.2% of sports parents say youth sports influences their purchase decisions, 41.5% a “great deal,” the survey found.

Game day spending

Sports families are looking for products and services that help support their children’s recreational endeavors. This means snacks to fuel their athletes, dining after games, and even better, safer vehicles.

• 40.1% of sports parents said they spend “somewhat more” during key sports times, the study found. 20.1% said they spend “significantly more.”

Retailers who connect with sports families will see increased demand at these key periods. This includes grocery and convenience stores, as well as quick-service restaurants. Nearly half (47.5%) of sports families purchased more convenient or ready-made food options on game days, EMARKETER and DICK'S Media found. And 35.5% purchased specific team-approved snacks for halftime or after games.

Further down the road

Sports parents also keep sports top-of-mind when considering big purchases like vehicles.

More than 4 in 10 (42.9%) of sports parents said they would “definitely” consider paying more for a vehicle that fits the lifestyle needs of their family, per the EMARKETER/DICK'S Media survey.

And sports parents (49.6%) are nearly twice as likely to buy or lease a new vehicle in the next two years than non-sports (25.7%) parents, the study found.

SUVs were the top style of vehicle sports families drive, with 53.2% of sports families saying so. Sedans (26.6%), pickup trucks (9.1%), and minivans (7.2%) rounded out the group.

Tapping into sports passions

Sports families are passionate about their child athletes’ activities, and retailers can benefit by echoing this passion in their messages.

A full 47.7% of sports parents say they’re most influenced by messages that claim the product or service helps their child perform better, according to the EMARKETER/DICK'S Media survey. And 30.5% are most likely influenced when the product or service claims it’s trusted by other sports families.

Youth sports is a lifestyle that means a lot to those who compete. And there is a compounding effect once a retailer or brand is recognized within the community.

• 95.9% of sports families say they’re influenced by other sports families when they decide what to buy.

Read the full report

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