In the article the authors consider the practice of retail trade organizations, whose product specialization is children's goods. We cover certain macroeconomic trends in the industry, which predetermine the development vectors of the economic entities involved in it. Despite the deterioration of persons' purchasing power and changes in purchasing priorities, children's goods are still an important component of consumer expense. Most companies of the industry must take into account the active influence of information technology on the practice of trade. Expansion of foreign stores on the Russian market has become possible largely due to the availability of tools and technical means for organizing online sales. In the foreseeable future, the economic entities which retail children's goods will be forced to use the concept of omnichannel sales in order to maintain their competitive positions in the market.
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