Our Parents, Kids & Money Survey found most parents say that they overspend on their kids’ holiday gifts. While many parents use their current income and credit cards to cover holiday spending, a surprising percentage have also tapped into their retirement savings (7%) and their emergency fund (9%).
“Our long-term goals, such as saving for retirement and having an emergency fund, should arguably take priority over anything that is purchased during a Black Friday sale,” says Stuart Ritter, CFP®, a senior financial planner at T. Rowe Price. “Kids will always have long wish lists, and it’s good for them to know that there isn’t always enough money to cover everything. Challenging them to make trade-offs and prioritize their wants is essential to helping them develop financial capabilities.”
T. Rowe Price encourages parents to invest in their kids’ futures by talking with them about money matters weekly. To help with this goal, the firm created MoneyConfidentKids.com, which provides free online games for kids, lessons for educators, and tips for parents, focused on financial concepts such as goal setting, spending versus saving, inflation, and diversification.
1. 7TH ANNUAL PARENTS, KIDS &
MONEY SURVEY:
SUPPLEMENTAL DATA
T. Rowe Price
November 2015
Detailed Results
2. 2
Contents
Holiday Spending Habits
Holiday Spending Data Cuts
– By Parent Gender
– By Saver vs. Spender Parents
– By Other Types of Savings
– By Splurging
– Impact of Holiday Spending Habits on Kids
– Holiday Overspending
Respondent Profile
Objective and Methodology
4. 4
4%
7%
9%
16%
29%
36%
47%
56%
0% 10% 20% 30% 40% 50% 60%
I don’t spend money on the holidays
Retirement savings
Emergency fund
Tax refund
Regular savings
I save for holiday spending throughout the year
Credit cards
Current income
Paying for Holiday Spending
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
• 37% of parents use savings (regular savings, retirement savings, emergency fund) to pay
for holiday spending.
WHICH OF THE FOLLOWING HAVE YOU USED TO PAY FOR HOLIDAY SPENDING?
(CHECK ALL THAT APPLY)
5. 5
38%
62%
0% 10% 20% 30% 40% 50% 60% 70%
Disagree
Agree
Overspending on the Holidays
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
• Nearly two-thirds of parents feel as if they spent more on the holidays than they should
have.
AGREE OR DISAGREE: I SPENT MORE FOR MY KIDS OVER THE HOLIDAYS THAN I
SHOULD HAVE
7. 7
11%
11%
32%
3%
6%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I have used retirement savings to pay for holiday spending
I have used my emergency fund to pay for holiday spending
I save for holiday spending throughout the year
Women Men
Holiday Spending by Parent Gender
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
Women tend to plan more for holiday spending than men, who in turn, are more likely than
women to use emergency funds and retirement savings to pay for holiday spending.
PERCENT OF PARENTS WHO RESPONDED POSITIVELY:
8. 8
6%
7%
41%
55%
9%
11%
29%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I have used retirement savings to pay for holiday spending
I have used my emergency fund to pay for holiday spending
I save for holiday spending throughout the year
I spent more on my kids over the holidays than I should have
Spender Saver
Holiday Spending by Saver vs. Spender
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
59% of savers do not save for the holidays throughout the year.
Yet, self-identified “savers” are less likely to splurge on holiday spending, and more likely to
save throughout the year.
PERCENT OF PARENTS WHO RESPOND POSITIVELY:
9. 9
Holiday Spending by Setting a Good
Financial Example
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
38%
26%
0% 5% 10% 15% 20% 25% 30% 35% 40%
I save for holiday spending throughout the year
Don't Set a Good Financial Example
Set a Good Financial Example
62% of parents who feel they set a good financial example don’t save for holiday spending
throughout the year.
PERCENT OF PARENTS WHO RESPOND POSITIVELY:
10. 10
Holiday Spending by Saving for Retirement
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
44%
30%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
I save for holiday spending throughout the year
Don't save for retirement
Regularly Save for Retirement
PERCENT OF PARENTS WHO RESPOND POSITIVELY:
Nearly a third (30%) of parents who do not regularly save for retirement do save regularly for
holiday spending.
11. 11
Holiday Spending by Saving for College
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
12%
13%
43%
66%
2%
4%
28%
56%
0% 10% 20% 30% 40% 50% 60% 70%
I have used retirement savings to pay for holiday spending
I have used my emergency fund to pay for holiday spending
I save for holiday spending throughout the year
I spent more on my kids over the holidays than I should have
Don't Save for College
Regularly Save for College
Over a quarter (28%) of parents who do not regularly save for their kid’s college education
do save regularly for holiday spending.
PERCENT OF PARENTS WHO RESPOND POSITIVELY:
12. 12
13%
14%
76%
3%
5%
52%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I have used retirement savings to pay for holiday spending
I have used my emergency fund to pay for holiday spending
I spent more on my kids over the holidays than I should have
No Yes
Holiday Spending by Splurging vs. Not
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
“Splurgers” are more likely to say they spent too much on holiday spending and more likely
to use their emergency fund and retirement savings to pay for holiday spending.
PERCENT OF PARENTS WHO RESPOND POSITIVELY:
Frequently Splurge
13. 13
Impact of Holiday Spending Habits on
Kids
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
54%
90%
42%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Parents do a good teaching about money
Parents set a good financial example
No Yes
Parents who save for holiday spending throughout the year are more likely to have kids who
say they are doing a good job teaching them about money and setting a good financial
example.
PERCENT OF KIDS WHO RESPOND POSITIVELY:
Parents Save Throughout
the Year for Holiday Spending
14. 14
Holiday Overspending
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Total Respondents)
50%
52%
66%
91%
27%
46%
54%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Parents argue about money with their spouse
Parents carry a credit card balance
Kids say parents worry about money
Parents make sacrifices to spend money on their kids
No Yes
Parents who overspent on holiday shopping are more likely to argue about money with their
spouse and have kids who say their parents worry about money. They are also more likely
to say they make sacrifices to spend money on their kids.
PERCENT OF RESPONDENTS WHO RESPOND POSITIVELY:
Parents Overspent
on Holiday Spending
19. 19
Objective and Methodology
Objective
To understand the basic financial knowledge, attitudes, and behaviors of both parents of
children ages 8-14 and their children ages 8-14.
Methodology
T. Rowe Price commissioned an online survey of parents of children ages 8-14 and their
children ages 8-14.
The survey was fielded from 1/20/15 to 1/27/15, with parent quotas of at least 50% men
and 50% women.
A total of 1,000 parents and 881 children ages 8-14 in the U.S. participated; the sampling
error for a sample of 1,000 is +/-3.1% at the 95% confidence interval.
The survey was fielded through MarketTools, Inc.
T. Rowe Price 2015 Parents, Kids & Money Survey T. Rowe Price Investment Services, Inc.
2015-US-16195