Children as young as 10 are addicted to shopping, a consumer group has warned.
Both adults and children love to treat themselves
By the age of 10 most children, primed by adverts and peer pressure, already enjoy shopping, according to the National Consumer Council (NCC).
The love of shopping continues to increase as the teenage years roll by, and is particularly prevalent amongst young women.
An overwhelming 94% of girls aged 10-19 admitted their passion for a trip to the shops, the NCC found.
Those living in the East Midlands are the most enthusiastic shoppers, while young people in East Anglia and the South-West the least.
"By the age of 10, most have already been lured into a world of fashionable labels and must-have gadgets," said Philip Cullum, deputy chief executive at the NCC.
"Most young people say that we all buy things unnecessarily - but when it comes to their own trips to the shops, they simply can't stop themselves."
The NCC questioned 1,000 young people between the ages of 10 and 19.