1.
9TH ANNUAL PARENTS, KIDS &
MONEY SURVEY—HOLIDAY
SAVING AND SPENDING
FINDINGS
Detailed Results

2.
HOLIDAY SPENDING

3.
3
2%
25%
73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I don't spend any money on the holidays
No
Yes
Saving for the Holidays
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)
Q65. DO YOU NORMALLY SAVE FOR HOLIDAY SPENDING THROUGHOUT THE
YEAR?

4.
4
9%
43%
48%
0% 10% 20% 30% 40% 50% 60%
Right before the holidays
Midyear
Right after the holidays
Saving for the Holidays
T. Rowe Price 2017 Parents, Kids & Money Survey
N=740 (save for holiday spending throughout the year)
Q66. WHEN DO YOU NORMALLY START SAVING FOR HOLIDAY SPENDING?

5.
5
11%
12%
20%
20%
25%
13%
0% 5% 10% 15% 20% 25% 30%
More than $5,000
$3,000 to $5,000
$2,000 to $2,999
$1,000 to $1,999
$500 to $999
Less than $500
Amount of Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)
Q67. HOW MUCH WOULD YOU SAY YOU NORMALLY SPEND EACH YEAR ON
HOLIDAY COSTS?

6.
6
2%
9%
12%
16%
18%
40%
50%
59%
0% 10% 20% 30% 40% 50% 60% 70%
Other
Retirement savings
Payday loan
Emergency fund
Tax refund
Regular savings
Current income
Credit cards
Paying for Holiday Spending
Q68. WHICH OF THE FOLLOWING HAVE YOU EVER USED TO PAY FOR
HOLIDAY SPENDING?
(CHECK ALL THAT APPLY)
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)

7.
7
6%
6%
11%
15%
40%
54%
59%
12%
16%
21%
21%
40%
48%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Retirement savings
Payday loan
Emergency fund
Tax refund
Regular savings
Current income
Credit cards
Do Not Stick to Budget
Stick to Budget
Paying for Holiday Spending
Q68. WHICH OF THE FOLLOWING HAVE YOU EVER USED TO PAY FOR
HOLIDAY SPENDING?
(CHECK ALL THAT APPLY)
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)

8.
8
4%
6%
22%
39%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
More than 12 months
7-12 months
4-6 months
2-3 months
I pay it all in the first month
Credit Card Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=584 (use credit cards for holiday spending)
Q69. HOW QUICKLY DO YOU PAY OFF WHAT YOU SPENT ON CREDIT CARDS
FOR HOLIDAY SPENDING?

9.
9
2%
29%
42%
28%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Online exclusively
Mostly online but some in stores
Mostly in stores but some online
In stores exclusively
Holiday Shopping Channels
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)
Q70. HOW DO YOU SHOP FOR HOLIDAY GIFTS?

10.
10
2%
37%
43%
18%
2%
21%
41%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Online exclusively
Mostly online but some in stores
Mostly in stores but some online
In stores exclusively
Do Not Stick to Budget
Stick to Budget
Holiday Shopping Channels
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)
Q70. HOW DO YOU SHOP FOR HOLIDAY GIFTS?

11.
11
Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)
37%
53%
58%
58%
60%
72%
73%
82%
0% 20% 40% 60% 80% 100%
I spent more on myself around the holidays than I did on my kids
I never stick to my holiday spending budget
I try to get everything on my kids’ lists, no matter how much it costs
I spent more over the holidays than I should have
I shop for items for myself around the holidays
I set a specific amount each year to spend on the holidays
I spend the same exact amount for holiday presents on each of my kids*
I wait for holiday promotions and deals to make big purchases
Q71. HOW MUCH DO YOU AGREE OR DISAGREE WITH THE FOLLOWING
STATEMENTS?
(DISPLAYING PERCENT WHO AGREE)
*Asked only to those with more than one kid

12.
12
Money Management
16%
14%
21%
44%
46%
52%
0% 10% 20% 30% 40% 50% 60%
I didn’t participate in any promotional holidays
Giving Tuesday
Small Business Saturday
Cyber Monday
Black Friday shopping in stores
Black Friday shopping online
Q72. LAST YEAR, DID YOU PARTICIPATE IN ANY OF THE FOLLOWING
SHOPPING/GIVING PROMOTIONS?
(CHECK ALL THAT APPLY)
T. Rowe Price 2017 Parents, Kids & Money Survey
N=996 (spend money on the holidays)
Total #
Shopping
Days
None 17%
One 31%
Two 27%
Three 19%
Four 5%

13.
KIDS’ RESPONSES

14.
14
Kids—Expectations
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)
66%
0% 20% 40% 60% 80%
When it comes to the holidays, I expect to get everything on my list
Q96. HOW MUCH DO YOU AGREE OR DISAGREE WITH THE FOLLOWING
STATEMENT?
(DISPLAYING PERCENT WHO AGREE)

15.
15
33%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
No
Yes
Kids—Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)
Q101. DO YOU USUALLY BUY HOLIDAY PRESENTS FOR OTHERS?

16.
16
34%
66%
0% 10% 20% 30% 40% 50% 60% 70%
My parents usually pay
I usually use my own money
Kids—Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=682 (buy holiday presents)
Q102. DO YOU USUALLY USE YOUR OWN MONEY OR DO YOUR PARENTS
PAY FOR THE PRESENTS?

17.
17
16%
22%
23%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
$100 or more
$50 to $99
$25 to $49
Less than $25
Kids—Holiday Spending
T. Rowe Price 2017 Parents, Kids & Money Survey
N=682 (buy holiday presents)
Q103. HOW MUCH DO YOU USUALLY SPEND ON HOLIDAY PRESENTS PER
PERSON?

18.
RESPONDENT PROFILE

19.
19
50%50%
Respondent Profile
31%
20%
24%
25%
South
Northeast
West
Midwest
Q2. REGIONQ1. AGE Q3. GENDER
Men
Women
Q5. HOUSEHOLD
INCOME
82%
10%
5%
3%
1%
Married
Single
Separated/divorced
Married (same sex)
Widow/widower
Q4. MARITAL STATUS
35%
55%
10%
< 35
35–50
51+
23%
49%
28%
< $50K
$50K–$99,999
$100K+
71%
14%
13%
5%
2%
White/Caucasian
Hispanic/Latino
Black/African
American
Asian
Native American
Q6. RACE/ETHNICITY
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)

20.
20
Respondent Profile
Q7. EDUCATION LEVEL
65%
16%
10%
5%
4%
2%
1%
Employed full time
Employed part time
Stay-at-home parent
Self-employed
Unemployed
Retired
Student
Q8. EMPLOYMENT STATUS
1%
10%
25%
11%
31%
22%
< HS graduate
HS graduate
Some college
Assoc. degree
Bachelor's degree
Graduate degree
21%
54%
19%
7%
1
2
3
4+
Q9.# KIDS IN
HOUSEHOLD
53%
47%
Q11. KID GENDER
BoysGirls
Q12. KID AGE
14%
11%
16%
12%
15%
19%
13%
8
9
10
11
12
13
14
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)

21.
21
Respondent Profile
24%
57%
15%
4%
1%
None
One
Two
Three
Four+
# BOYS IN HOUSEHOLD KID GENDER MIX
15%
24%
61%
Girls only
Boys only
Boys and girls
# GIRLS IN HOUSEHOLD
15%
60%
21%
3%
1%
None
One
Two
Three
Four+
T. Rowe Price 2017 Parents, Kids & Money Survey
N=1,014 (total respondents)
81%
18%
1%
None
One
Two+
# KIDS 8-14 IN
HOUSEHOLD
# KIDS < 8 IN
HOUSEHOLD
55%
33%
10%
2%
None
One
Two
Three+
# KIDS > 14 IN
HOUSEHOLD
68%
28%
4%
One
Two
Three+

22.
OBJECTIVE AND
METHODOLOGY

23.
23
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 1/18/17 to 1/26/17, with parent quotas of approximately 50%
men and 50% women.
 A total of 1,014 parents and children ages 8-14 in the U.S. participated; the sampling error
for a sample of 1,014 is +/- 3.1% at the 95% confidence interval.
 The survey was fielded through ResearchNow.
T. Rowe Price 2017 Parents, Kids & Money Survey

24.
THANK YOU.