During the holiday season, parents are expected to spend an average of $173 on gifts for each child, according to a recent survey. Conducted by Everyday Health Group – Pregnancy and Parenting, the poll gathered responses from 467 women aged 18 to 44, each with at least one child up to five years old. The survey, conducted between October 30 and November 1, 2024, sheds light on how different factors influence holiday spending habits among moms.
The survey reveals that expenditure varies based on the age of the child and the number of children in a household. Babies aged 12 months and under typically receive gifts worth $168, while children aged 1 to 4 receive $161 worth of presents. Notably, moms with one child intend to spend $202 on holiday gifts. However, when a sibling is present, the spending drops to $170 per child. This pattern indicates that moms with more than one child spend roughly 18% less per child compared to those with only one.
Generational differences also play a role in spending behaviors. Gen Z mothers, who have an average household income of $56,021, spend about $179 per child during the festive season. In contrast, Millennial moms, whose average annual income is $76,747, allocate $170 per kid. Despite having a lower average household income, Gen Z moms appear more willing to splurge slightly more per child than their Millennial counterparts.
The results highlight a shift in gifting philosophy among parents. Many are adopting a simplified approach known as the "four-gift rule," which includes one thing the child wants, one thing they need, one thing to wear, and one thing to read.
"Historically, we've caved to the pressure and gone insane trying to buy tons of gifts," – one What to Expect mom shared.
This new approach seems to resonate well with parents seeking balance during the holiday season.
"But we recently decided to implement a new rule of four gifts each: one thing they want, one thing they need, one thing they wear and one thing they read. I already feel a huge weight lifted just deciding to do that!" – expressed another What to Expect mom.
For some parents, the focus is more on the joy and excitement children experience rather than the quantity of gifts.
"He'll just be excited to play with a new toy, be it an actual toy for him or the box from my gift to my husband." – remarked a What to Expect mom.
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