ICSC Research Finds Family-Friendly Experiences Influence Where Families Shop, Spend, and Gather

MEDIA ALERT

ICSC Research Finds Family-Friendly Experiences Influence Where Families Shop, Spend, and Gather

ATTN: Retail/Real Estate/Business/Lifestyle/Parenting Editors and Reporters

WHO: ICSC

WHAT: Consumer data exploring parents’ perspectives toward family-friendly experiences and retail.

WHEN: ICSC’s “Family-Focused Retail” survey was conducted online from June 9, 2026 to June 14, 2026, among 1,004 U.S. adults with children ages 3 to 16 years old living in the household.

QUOTE: “Today's families are looking for more than a place to shop. They're looking for destinations that help them accomplish everyday tasks while also creating opportunities to spend quality time together. ICSC’s research shows that family-friendly experiences are an important factor in where families choose to spend their time and money, and children increasingly influence those decisions. For shopping centers and retailers, creating engaging, family-oriented experiences is no longer an add-on — it’s a vital opportunity to drive visitation, spending, and long-term loyalty.”

- Tom McGee, President & CEO, ICSC  

RESULTS:

1. Family-friendly experiences are an important factor in where parents choose to shop. Today’s families are looking for destinations that combine everyday needs with opportunities to dine, play, and spend time together.

• Parents spend an average of $466 per month on family-friendly retail and experiences, excluding essentials.
• Most parents (86%) say family-friendly experiences influence where they choose to shop.
• 79% say regular family-oriented events or activities would make them more likely to visit a shopping center.
• Nearly three in five parents visit shopping centers or retail districts with their children at least once a week.
  • Among them, 81% visit for discretionary purposes, like dining, entertainment, children’s activities, or socializing.

2. Children play a meaningful role in shaping family shopping decisions. Children's preferences increasingly influence where families go, what they buy, and how much they spend.

• 95% of parents say their children request specific stores, restaurants or experiences.
• Nearly half of parents say deciding where to go is a shared decision between parents and children.
• 54% say they spend more than planned because of their child's influence.
• 50% have purchased products they would not normally consider to keep up with a child's latest obsession or viral trend.
  • 41% have traveled to a specific store or destination, while 26% have changed where they shop regularly.

3. Parents increasingly value experiences and time spent together. While affordability remains important, many parents place equal—or greater—value on opportunities to create memories and strengthen connections with their children.

• Fun and enjoyment (68%) and spending time together (66%) rank ahead of price and affordability (60%) when parents evaluate family-friendly retail and experiences.
• The top improvement parents want from shopping centers and retailers is more activities, entertainment, and play spaces for families and children.  
  • Only 20% say they should make things more affordable or offer discounts and free options.
• 35% say they prioritize experiences for their children over material purchases, compared to 5% who prioritize material purchase over experiences.

For more insights, read ICSC's "Family-Focused Retail" report.

About ICSC

ICSC is the preeminent membership organization serving the commercial real estate and retail industries. The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.