A survey of US internet users found that those with kids are more likely to buy something from a retailer they're loyal to than seek out a cheaper option.
Indeed, a February 2018 survey conducted by the National Retail Federation (NRF) found that, overall, respondents with kids were more loyal—whether it was by visiting their favorite retailer before looking at a competitor or by doing so and forgoing a more convenient option.
For example, nearly half of millennial parents—and NRF defines millennials as those born between 1981 and 1994—said they choose a retailer they're loyal to above looking for a cheaper option. By comparison, 19% of millennials without kids agreed.
Millennial parents were also more likely to be brand loyal across the board than their older counterparts who also had kids.
These findings from NRF are interesting because millennials, in general, are very price-conscious. According to a RetailMeNot survey, millennials have better saving habits than baby boomers. Some 53% of US internet users ages 18 to 34 said they “always” look for sales or promos before buying online. By contrast, 40% of those ages 55 and older agreed.