$2,001
Average 2024 spending on apparel and services per U.S. consumer unit
This was 2.0% lower than 2023's $2,041 average.
Source: U.S. Bureau of Labor Statistics, Consumer Expenditures in 2024 Source date: September 2025A reference for family-style writers
U.S. children's apparel & family style statistics
Current, citable context on how Americans spend on apparel, the children those purchases serve, and the growing role of online retail.
Last updated October 27, 2026. Each figure links to its original source.
What this page covers
A clear view of the category around the matching moments.
Family matching clothing is a joyful niche, but no official U.S. series measures it on its own. This page brings together the closest trustworthy public indicators for writers, researchers, and families looking for reliable context around children's apparel and coordinated family style.
Every number below names its source and date. We will refresh the page as its core public datasets are updated, while keeping these section links stable for anyone citing them.
What families spend
Apparel remains a considered part of the household budget.
2.5%
Share of average annual consumer-unit spending that went to apparel and services in 2024
The share was 2.6% in 2023.
Source: U.S. Bureau of Labor Statistics, Consumer Expenditures in 2024 Source date: September 2025$112
Average 2024 spending per U.S. consumer unit on girls' apparel, ages 2 to 15
This is a national consumer-expenditure average, not spending per girl or per family with children.
Source: U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED Source date: 2024 annual data$92
Average 2024 spending per U.S. consumer unit on boys' apparel, ages 2 to 15
This is a national consumer-expenditure average, not spending per boy or per family with children.
Source: U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED Source date: 2024 annual data$77
Average 2024 spending per U.S. consumer unit on apparel for children under age 2
The comparable 2023 average was $84.
Source: U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED Source date: 2024 annual data$461
Average 2024 household spending on footwear
That was up from $444 in 2023.
Source: U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED Source date: 2024 annual dataWho the market serves
The picture behind children's apparel.
73.1 million
People under age 18 in the U.S. in 2024
The child population was down 0.2% from 2023 and down 1.7% from 2020.
Source: U.S. Census Bureau, Vintage 2024 population estimates Source date: June 20253,628,934
Births registered in the U.S. in 2024
This was 1% above the 2023 count.
Source: CDC National Center for Health Statistics, final 2024 birth data Source date: 2026Where Americans shop
Online retail is now a meaningful part of the buying journey.
$1.234 trillion
U.S. retail e-commerce sales in 2025
E-commerce represented 16.4% of total U.S. retail sales that year. This is retail-wide, not apparel-only.
Source: U.S. Census Bureau, Quarterly Retail E-Commerce Sales, Fourth Quarter 2025 Source date: February 2026Methodology & sources
Built to be useful, not padded.
This reference uses the latest available national figures from the U.S. Bureau of Labor Statistics, U.S. Census Bureau, and CDC. The children's apparel measures are national averages per consumer unit. They are useful context, not a measure of spending by every household with children or a standalone estimate of the family-matching market.
- U.S. Bureau of Labor Statistics, Consumer Expenditures in 2024September 2025
- U.S. Bureau of Labor Statistics, Consumer Expenditures in 2024September 2025
- U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED2024 annual data
- U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED2024 annual data
- U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED2024 annual data
- U.S. Bureau of Labor Statistics Consumer Expenditure Survey, via FRED2024 annual data
- U.S. Census Bureau, Vintage 2024 population estimatesJune 2025
- CDC National Center for Health Statistics, final 2024 birth data2026
- U.S. Census Bureau, Quarterly Retail E-Commerce Sales, Fourth Quarter 2025February 2026
Cite this page
Londyn & Co. Boutique. “U.S. Children's Apparel & Family Style Statistics.” Updated October 27, 2026. https://londynandco.com/family-style-statistics
Londyn & Co. Boutique
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