01
73.1 million
children lived in the United States in 2024.
The Census Bureau estimated that the population ages 0 to 17 fell 0.2% from 2023 to 2024.
U.S. Census Bureau, Vintage 2024 Population Estimates, released June 26, 2025Robinson Bell reference
U.S. family shopping and retail statistics
A current, source-backed snapshot of the families and shopping patterns shaping family retail.
Last updated September 21, 2026
Browse the statistics →The 2026 reference
The figures behind family shopping.
These figures bring together official U.S. population, retail, and e-commerce releases. They are useful context for family retail reporting, market roundups, and conversations about how parents shop.
02
21.5%
of the U.S. population was under age 18 in 2024.
That share was down from 25.0% in 2004, according to the Census Bureau's age estimates.
U.S. Census Bureau, Vintage 2024 Population Estimates, released June 26, 202503
$340.2 billion
was U.S. retail e-commerce sales in the second quarter of 2026.
The seasonally adjusted estimate was up 12.2% from the same quarter a year earlier.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, released August 18, 202604
+3.8%
was the quarter-over-quarter change in U.S. retail e-commerce sales in the second quarter of 2026.
The Census Bureau's seasonally adjusted e-commerce estimate increased from the first quarter of 2026.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, released August 18, 202605
17.1%
of total U.S. retail sales came from e-commerce in the second quarter of 2026.
The Census Bureau's seasonally adjusted total retail sales estimate for the quarter was $1.99 trillion.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, released August 18, 202606
$1.99 trillion
was the U.S. total retail sales estimate in the second quarter of 2026.
The seasonally adjusted estimate rose 6.7% from the same quarter a year earlier.
U.S. Census Bureau, Quarterly Retail E-Commerce Sales, released August 18, 202607
$773.9 billion
was the U.S. retail and food services sales estimate for August 2026.
The Census Bureau said the seasonally adjusted estimate was 6.0% above August 2025.
U.S. Census Bureau, Advance Monthly Retail Trade Report, released September 16, 202608
+1.2%
was the month-over-month change in U.S. retail and food services sales in August 2026.
The estimate was adjusted for seasonal variation and holiday and trading-day differences.
U.S. Census Bureau, Advance Monthly Retail Trade Report, released September 16, 2026Methodology and sources
How to read these figures.
Robinson Bell selected official U.S. releases that are publicly available and directly relevant to family shopping and retail. The page does not estimate the children's apparel market or make product-category claims the source releases do not support.
Population figures are Census Bureau estimates. Retail and e-commerce estimates are also from the Census Bureau and are reported in current dollars, not adjusted for price changes unless the source says otherwise.
Cite this page
Reference this source in your work.
Robinson Bell. “U.S. Family Shopping and Retail Statistics.” Updated September 21, 2026. https://wwwrobinsonbell.net/family-apparel-statistics