Marie Gruy
Dec 19, 2014

Millennial mums blow the budget on Christmas

Millennials Mums in the East and in the West are choosing to over-indulge their children this Christmas, writes Marie Gruy, insight director with Dentsu Aegies Network.

Millennial mums blow the budget on Christmas

Seasonal Dentsu Aegis Network DidYouKnow insights research reveals that on average, millennial mums from the UK, US and Asia are spending four figures in US dollars per child on Christmas presents. This includes even those whose household income is below national norms.

Millennial mums in the West shell out the most, with US mums spending up to US$10,000 per child and mums in the UK spending over US$3,000. Even in developing countries millennial mums are spending up to US$1,300 per child.

Digital versus traditional

While millennial mums admit to spending what seems like a phenomenal amount delighting their children on Christmas morning, it’s also heartwarming to find that traditional gifts are still favoured over gadgetry fillers for stockings. Especially when over half of respondents in Indonesia feel lost without their mobile phone, and close to two thirds of mums in the UK feel addicted to the internet.

Maximum gift value by market (US$)

We asked millennial mums in the US, UK and Asia what they were planning to give their children for Christmas, and digital gifts such as games or consoles are still being overlooked for more traditional presents such as bikes or building blocks. Although mums in US and UK were more likely to opt for digital treats for their children, the global preference is for traditional toys over tablets and technology.

Percentage of traditional versus digital gifting

Branded gifts

The award for most popular gift goes to Lego, which reigns supreme more than 50 years after the company launched its first range of plastic bricks. Legos are most popular amongst mums in Singapore, with 14 per cent buying Lego toys for their children, followed by mums in the UK with 5 per cent.

Almost a quarter of the millennial mums will be buying Barbie Dolls, 21 per cent will be giving bicycles, and merchandise from Disney’s animated blockbuster Frozen continues to be popular with today’s kids—on the shopping list of 16 per cent of millennial mums globally.

Despite the heartwarming insight that blocks and bikes are still best, research confirms that only branded goods will do when it comes to gifts this Christmas. The majority of millennial mums say their children want only well-known brands, particularly mums from the East versus the West.

Percentage of branded gifts bought

So what are Millennial Mothers themselves asking for this Christmas this year?

The seasonal CCS research reveals that mums across the globe are continuing to strive for a work-life balance, more so this year than they were last year. It is also more common for more millennial mums to be working and managing a family: 88 per cent of Singaporean and 81 per cent of Chinese millennial mums are in full-time or part-time employment, versus just over half of millennial mums in the UK and US. 

So, regardless of the amount of money spent on Christmas gifting, what millennials mums really want for Christmas is to spend quality time with their children.

Marie Gruy is the regional director for insight with Dentsu Aegis Network Asia Pacific





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