Young consumers begin their active participation in the market purchasing goods that are earmarked solely for them as well as products that are not considered for children. The author presents the range of purchase decisions of children and youth referring to the classification of autonomous and syncretic developed especially for that purpose. This description is accompanied by the descriptions of own research conducted in the market sub-segment of the young (i.e. aged 9-11) consumer. It is preceded by an analysis of basic differences in the process of making purchase decisions by adults and children.