The landscape of children's birthday parties is changing, as more parents embrace the "no gifts" approach. According to a recent survey by the Everyday Health Group – Pregnancy and Parenting, 13% of mothers now request "no gifts" on birthday invitations. Despite this trend, gift-giving remains prevalent, with 97% of moms purchasing gifts for their children's friends. Conducted between April 25 and 26, 2024, the survey involved 404 women aged 18 to 44, either currently pregnant or with at least one child up to five years old.
The survey reveals that while many mothers aim to simplify birthday celebrations, the tradition of gift-giving persists. On average, parents spend $28 on a child's birthday gift, with a third of mothers budgeting between $21 to $30. Some mothers, about 10%, opt to spend more than $50 on these occasions. Despite the "no gifts" request, 3 in 10 moms defy the instruction and still bring presents.
Millennial and Gen Z mothers display differing attitudes toward the "no gifts" policy. A notable 33% of Millennial moms choose to bring a gift regardless of the invitation's instructions, compared to 23% of Gen Z moms. The decision often hinges upon the relationship with the host family; 31% of moms admit that their choice to bring a gift depends on how well they know the hosts.
"Your best bet is to follow their instruction," – Leah Rocketto, What to Expect's associate shopping director.
Despite the shift towards gift-free celebrations, books remain a popular choice for many mothers at these parties. One community member highlighted their practicality by stating:
"You can never have enough books," – one Community member.
Furthermore, some parents take a more personal approach when deciding whether to adhere to the invitation's request. As shared by another community member:
"For a close friend, I might ignore it and get a gift because I'd plan to get them a gift even without a party," – one Community member.
Another key finding from the survey is that half of the respondents either do not want gifts or are indifferent about their children receiving them. This evolving attitude is particularly noticeable during the most popular birthday months—July through September—when many parties occur.
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