By  on May 21, 2012

Apparel and accessories improved on their already dominant share of purchases for kids during the first quarter of 2012, but it hardly enhanced their popularity.

In a study by The NPD Group of expenditures for children through age 14, apparel and accessories accounted for 37.3 percent of purchases for kids, or just under $9 billion of the $24 billion laid out for kids’ merchandise during the first three months of the year. That represented not only the largest share of kids’ purchases by far — toys and board games were a distant second at 10.5 percent — but also the biggest leap in share when compared with the first quarter of 2011, when apparel and accessories constituted 36 percent of purchasing and toys and board games 11 percent.

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