Being on Santa’s “nice list” pays well, according to a new study: Parents whose children believe in Santa plan to spend over $100 more on gifts this year than their non-believing counterparts.
The survey of 2,000 American parents who celebrate Christmas found that 68% of children aged 18 and older believe in Santa Claus, while 27% do not.
Compared to each other, the average parent of a child who believes in Santa plans to spend $491 on gifts this year, while their non-believing peers spend just $388.
The most expensive gifts kids ask for from Santa average $205. But only 35% of parents think it is “too expensive”.
Commissioned by Slickdeals and conducted by Talker Research, the study showed that believing in Santa also makes Christmas morning more exciting.
Children who believe in Ol’ Saint Nick are twice as likely to be excited about December 25 as non-believers (87%, compared to 41%).
Children who believe in Santa Claus are expected to receive seven presents on average, compared to non-believers, who will receive four.
Parents are getting their kids clothes (57%), electronics (36%), video games (26%), books (26%), puzzles and games (24%) and candy (23%) for the holiday this year .
Nearly a quarter of parents (23%) said their children have also asked for gifts they don’t necessarily like but love in order to fit in with other children. A third (36%) said their children are likely to compare what they got for Christmas with their friends.
“Believing in Santa seems to bring extra holiday magic for families,” said Elizabeth Simer, Chief Business Officer at Slickdeals. “Parents of Santa believers may feel more urgency to make each Christmas memorable, which may explain the higher spending.”
The study also found that most parents (56%) had used the threat of a naughty list or something similar to get their children to behave before Christmas.
Naturally, this was found to be a far more common tactic for children who believe in Santa Claus than their non-believing peers (70%, compared to 50%).
Forty-one percent of parents whose children believe in Santa Claus said their children take the Nice and Naughty list “Very seriously,” although 87% admitted the list is arbitrary. They are likely to get gifts for their children, even if they have to be on the bad list.
The parents said they were also quite divided on which gifts should come from them and the Big Guy Up North. According to them, 51% of their children’s gifts come from Santa and 49% come from themselves.
Forty-eight percent said they reserve their child’s most requested gifts from Santa.
A third (31%) of parents whose children do not believe in Santa Claus try to replicate that special feeling by saving their child’s most wanted gifts for last.
“Whether kids believe in Santa or not, expanding holiday budgets is a universal goal,” Simer added. “By reaching out to a wide community like ours, parents can find the best deals to make Christmas morning magical – no matter who’s leaving the presents under the tree.”
Survey methodology:
Talker Research surveyed 2,000 American parents who celebrate Christmas; survey was commissioned by Slickdeals and administered and conducted online by Talker Research between November. 22 and November. 27, 2024.
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