SAN MATEO, Calif., Dec. 17, 2024 – A survey commissioned by Slickdeals reveals that parents with children who believe in Santa Claus plan to spend 27% more on gifts this year compared to those with children who do not. The study, conducted by Talker Research, involved 2,000 U.S. parents who celebrate Christmas. It found that parents of Santa-believing children plan to spend an average of $491 on gifts, while those with non-believing children expect to spend $388. Despite wish lists averaging $205 for expensive items, only 35% of parents consider these requests as “too expensive,” even though 51% acknowledge that economic factors like inflation and interest rates will significantly affect their spending.
For families with Santa-believing children, the excitement of the holiday season is heightened, with 87% of these children looking forward to Christmas morning, compared to 41% of non-believers. Elizabeth Simer, Chief Business Officer at Slickdeals, commented, “Believing in Santa seems to bring extra magic to the holidays for families. Parents of Santa-believers may feel more urgency to make each Christmas memorable, which could explain the higher spending.”
Santa-believing children are expected to receive an average of seven gifts, while non-believers will receive four. Popular gifts this year include clothing (57%), electronics (36%), video games (26%), books (26%), puzzles and games (24%), and candy (23%). To manage holiday behavior, 70% of parents with Santa-believing children use the concept of Santa’s naughty list, compared to 50% of those with non-believers. However, 87% of parents recognize that the “nice and naughty” system is more myth than reality, as they plan to buy gifts regardless.
Parents are divided on how to attribute gift-giving credit. On average, 51% of gifts are credited to Santa, while 49% are from parents. Among Santa believers, nearly half save their child’s most-wanted gift for Santa. Meanwhile, 31% of parents of non-believers try to recreate the magical feeling by saving the best gifts for last. Simer noted, “Regardless of whether kids believe in Santa or not, making holiday budgets stretch further is a universal goal. By tapping into a vast community like ours, parents can find the best deals to make Christmas morning magical—no matter who’s leaving gifts under the tree.”