New data released by the British Video Association (BVA) shows a 34% rise in the amount of money generated from sales of Children’s videos being bought on impulse by fathers over the past year. ‘Pester power’ when out shopping, or at the checkout, may be the reason behind the trend, as fathers report that their impulse purchasing now accounts for 29% of the entire Children’s market.
Lavinia Carey, director general of the BVA, said: “Demand for children’s and family videos account for a significant proportion of all titles sold in the UK. Our research shows that these days fathers are more involved with their children’s entertainment as part of the shift towards more hands-on parenting.”
Although ‘pester power’ may be one factor, Carey added, “Another reason for this could be the ever-increasing availability of cherished classics from their own childhood which appeal to their sense of nostalgia.”
In the first half of the year, Children’s video unit sales rose 9% year on year, accounting for 12% of the total home entertainment market by volume. By value, the Children’s video market has risen 7% this year to hold an 11% share of the total market.