Abstract
This exploratory study was designed to segment and profile the grandmother consumer who purchases gifts of clothing for her grandchild/children according to her approach to shopping, the importance of various components of clothing itself, her shopping preferences, how much money she spends, and demographics. Findings indicated that grandmothers enjoy shopping for their grandchildren. Generally, they prefer the discount store format, find money to be their biggest shopping constraint, value quality and price, and prefer to get ideas for items to purchase from their grandchild him/herself.