I...no, that's an issue with parenting, not the store. The earlier your kids learn about delayed gratification, not always getting what they want, not throwing

I...no, that's an issue with parenting, not the store. The earlier your kids learn about delayed gratification, not always getting what they want, not throwing tantrums, and not paying too much attention to advertising, the better. You're just saving up bigger problems. Edit: My parents went through a hippy phase when I and my brother were growing up; we went vegetarian, and we were not allowed refined sugar, caffeine, etc. What treats we did get were all organic, wholewheat, honey sweetened, carob flavored, etc. Quite horrible, honestly. And while the rules were silly and arbitrary, they were enforced consistently. As a result, neither I or my brother ever threw a tantrum about wanting candy, because we knew it wouldn't do any good. It didn't even occur to us to try; it would be like throwing a tantrum because we wanted to fly. If your kids sometimes get candy, want more candy, and know they can throw a tantrum and get the candy, they will. They're 5, of course they will. There's a lesson to be taken from that, and it's not "pretend candy doesn't exist half the time".