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

3.
HOLIDAY SPENDING HABITS

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

6.
HOLIDAY SPENDING DATA CUTS

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

15.
RESPONDENT PROFILE

16.
16
50%50%
Respondent Profile
27%
25%
24%
23%
South
Northeast
West
Midwest
Q2. REGIONQ1. AGE Q3. GENDER
MenWomen
Q5. HOUSEHOLD
INCOME
77%
11%
9%
2%
1%
Married
Separated/divorced
Single
Married (same sex)
Widow/widower
Q4. MARITAL STATUS
15%
65%
20%
< 35
35–50
51 +
30%
44%
26%
< $50K
$50K–$99,999
$100K +
74%
13%
13%
5%
1%
White/Caucasian
Black/African
American
Hispanic/Latino
Asian
Native American
Q6. RACE/ETHNICITY
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Parents: Total respondents)

17.
17
Respondent Profile
Q7. EDUCATION LEVEL
59%
16%
10%
5%
5%
3%
1%
Employed full-time
Stay at home parent
Employed part-time
Self-employed
Unemployed
Retired
Student
Q8. EMPLOYMENT STATUS
1%
15%
19%
16%
33%
16%
Less than HS graduate
HS graduate
Some college
Associate's degree
Bachelor's degree
Graduate degree
31%
44%
17%
9%
1
2
3
4 +
Q9. # KIDS IN HH
53%
47%
Q11. KID GENDER
BoysGirls
Q12. KID AGE
12%
14%
16%
14%
14%
15%
15%
8
9
10
11
12
13
14
T. Rowe Price 2015 Parents, Kids & Money Survey
N=1,000 (Parents: Total respondents); N=881 (Kids: Total respondents)

18.
OBJECTIVE AND METHODOLOGY

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