650 million for kids and young people
Pro Juventute recommends the pocket money table (see below) drawn up by Budgetberatung Schweiz, Switzerland’s budget advisory association, as a guideline for all age groups. The rule of thumb is one franc for each primary school grade. “At the end of the day, the pocket money has to be compatible with the household budget of the family in question,” says Heller. “Pocket money is one way of teaching children how to handle money, but it isn’t an absolute necessity.”
Heller wouldn’t dare to comment on the extent to which Swiss parents actually follow these recommendations. She naturally comes into contact with extreme cases in her day-to-day work, but she does not consider them to be representative. A study by market research institute GfK in 2006 estimated that 6- to 17-year-olds in Switzerland received almost 650 million francs a year in allowances and gifts of money.
Industry has been aware of the fact that pocket money is an economic factor and minors are a promising target group for some time. According to a German study, the wishes of kids and young adults influence up to one quarter of the purchasing decisions made by adults.