Is peer pressure forcing your teen to shop more?

Has your teenager been bugging you to buy a new Apple laptop, a racing bike or a dress worth a fortune? Apart from these pricy demands, do you see them blowing pocket money on gadgets, games, accessories and clothing too often? As a parent, you need to know the reason for this behaviour.  

Why do teenagers shop so much?  
Children are usually bored with shopping unless it’s a toy or candy shop. On the other hand, teens seem to suddenly start on a shopping spree with friends, which may never seem to end. Why do they do this?  

Teens are targeted by brands: teens are flooded with clever ads about how brands are related to identity and image. This changes the way they socialise with peers, interact with adults and view themselves in the world. They feel most problems in life might be solved by purchasing the right products. Using a deodorant might get them a girlfriend, being fair-skinned will attract boys, it’s cool to drink more Pepsi than water, and their mobile must have the best selfie camera ever. We may laugh at these ads, but teens are not matured enough and are influenced by it. Once their friends acquire these objects, they want them too.  

Teens want to belong: being a teenager is about breaking away from parents and older people, and belonging in a strongly bonded peer group. Teens express this urge through shared tastes, particularly in fashion. If they want to differentiate, it’s in order to create an impact in that group.  

Teens want security: shopping with friends reduces the uncertainty of buying anything new by themselves. Group shopping ensures they are making the ‘right’ choices to continue belonging in that group.  

How does peer pressure work on teens while shopping?  
Peer pressure works in 2 ways on teens while shopping: they buy since they are susceptible to peer influence, and they buy because they have a need for uniqueness. Pulled between opposing emotions, teenagers end up spending more. So, if you spot this tendency, try to talk to them and understand the reason, only then would you be able to effectively explain the fallacy to your teen.