Sponsor (1964)

ellaneous; 3 cents, hobbies; 2 cuts, grooming. Such statistics, projected, are beginning to press ail awareness on idvertisers that they have been >mitting basic appeals to this influential group of youngsters. Compare this breakdown with hat on girls on this page. I he feenage (iirl. Her profile s similar largely because she too s a free-thinker, independent, has ler own income and influences the ulls on the family pursestlingS. -vhe's an enigma to merchandisers •and retailers as well as to her parents. (■'merging from the analysis ol Available quantitative and qualitative data is this general pattern: in lumbers there are approximate!) 12 million teenage girls, and their importance is magnified by two acts (|) girls have their own money and (2) the) influence family purchasing. Most teenage girls have an allow ince from their parents and or noncy earned from baby sitting, clerking, etc. Projecting their weekly income, which one survey records • 53. shows ., total of SN -l bilion a year by the end of 1965 I his. si^ HWAAY's Helit/er. is a "pure" money figure inasmuch as it is the July 13. 1964 girl's [0 spend exactly as she pleases. What does she olo with this money'.' She spends an average ol $300 a year on clothes fol a national total o\ some $3.5 billion in apparel and accessories. Her 5.4 pairs of Shoes, which cost an average of $6.50 per pair, accrue to an annual total of some ^4 I S million. One of the non-duplicated product categories between teen boys arid girls is cosmetics (iirls spend some $360 million a yen for beauty products, a figure carefully eyed by cosmetics manufacturers. In one youth market survey it was noted that the dollars Spent on cosmetics and personal attire by teenage girls account for about 20 percent of these categories in the I . S. market I he importance o\ this figure is particularly evident when it is realized that these teenage girls make up only about 10 percent of the nation's female population. Although they can't be considered typical, more than teenage girls enjO) high living and considerable luxury While than $10 was the average weekly income for the tee me enjoyed a weekly income in 1962, and two years earlier. . cording to records them owned ears How else does the teei spend her mom In the same study that broke down the dollar division of spending by boys, it uas learned that out oi every S I spent by eirls. 2 1 cents goes for sehool lunches. I '» cents, clothing and icwelrv. 9 cents. savings. 9 cents, movies and n ords. s cents, sehool supplies cents, miscellaneous; 7 cents. cents, readme material; f' cents. s|\>rt . DtS, mi.: 2 cents, hobbies I he disposable income becomes more significant, saw Mel Helitzer, "because the youth's disposable income dollar is a full doll and clear and devoid of the claims made on adult dollars " While there are some Otbd ures which conflict with tlu sonal teen income figures, the : tern of a tree flow ot money — quentl) in si/able amounts obvious for a lare. the voir I even in which shows the median mc girls from 13 to ! w ith