Millennial moms pull out the stops on holiday presents

From the US to the UK to Asia, mothers are aiming high with gift budgets, writes Marie Gruy, insight director with Dentsu Aegies Network

Seasonal Dentsu Aegis Network DidYouKnow insights research reveals that on average, millennial moms 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 moms in the West shell out the most, with US moms spending up to $10,000 per child and moms in the UK spending over $3,000. Even in developing countries millennial moms are spending up to $1,300 per child.

Digital versus traditional

While millennial moms 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 favored 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 moms in the UK feel addicted to the Internet.

Maximum gift value by market ($)

We asked millennial moms 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 moms 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 moms in Singapore, with 14 percent buying Lego toys for their children, followed by moms in the UK with 5 percent.

Almost a quarter of the millennial moms will be buying Barbie Dolls, 21 percent 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 percent of millennial moms 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 moms say their children want only well-known brands, particularly moms 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 moms 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 moms to be working and managing a family: 88 percent of Singaporean and 81 percent of Chinese millennial moms are in full-time or part-time employment, versus just over half of millennial moms in the UK and US.

So, regardless of the amount of money spent on Christmas gifting, what millennial moms 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

This article first appeared on

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