The purpose of this paper is the analysis of children's activities during purchasing. The main goal of the paper is to notice and analyze which activities children are taking during purchasing and making decision about purchasing of a certain product. The influences of peers, retailers, parents as well as influence of promotion materials and store decoration have been regarding decision making about purchasing. To gather as credible feedback information as possible, the paper uses secondary information from different, domestic and foreign literature, scientific papers downloaded from the data bases, as well as primary data. Primary data are gathered by qualitative research using ethnographic method, more precise observation method for opinions, attitudes, values and other factor which influence respondent's behavior in certain situations. Furthermore, children between the age 4 and 12 have been participated in research, 14 of them are girls and 6 are boys. Research results indicate that mostly younger children use store as a playing space and only in cases when purchasing of product is not intended to them because in other cases they actively participate in decision making process regarding purchasing and in most cases, they make the final decision. Moreover, from all the influence factors, the biggest influences on children have their parents, especially their mother. Other factors that had impact on children during purchasing decision are their peers and media, while retailers and store decoration proved to be irrelevant factors during purchasing decision making.