NEW YORK, Dec. 12, 2011 (GLOBE NEWSWIRE) -- With the holiday shopping season in full swing, a new survey from TODAY.com, the online home of America's No. 1 morning program, and Parenting.com, the website of Parenting and Babytalk magazines, reveals how moms really feel about spoiling their kids with holiday gifts. Whether divulging the extremes they will go to in order to snatch up the season's "must-have" gift, or how they keep ungrateful kids in check, more than 6,300 moms shared their holiday spending strategies and insights.
Survey highlights include:
TIS THE SEASON TO BE…SPOILED!
- The majority of moms – 76 percent – think that their kids are spoiled to some degree during the holidays.
- Most moms (59 percent), regardless of age, feel their kids are more spoiled than they were at the same age.
- 1 in 4 moms never require kids to send thank-you notes, with moms under age 30 almost twice as likely to let their kids skip the notes as moms over age 45.
- 1 in 5 moms choose not to volunteer, donate money to those less fortunate, or participate in a similar effort to teach kids the importance of giving back during the holidays.
MOMS AREN'T AFRAID TO SPEND
- Nearly 3 out of 4 moms will spend the same amount or more this year on gifts compared to last.
- Moms plan to spend an average of $271 per child on gifts this year, with one in eight spending between $300 and $400, and one in ten putting down more than $500.
- More than three quarters (76%) of moms admit to feeling guilty for saying "no" to gifts on their child's wish list.
SOME ENCOURAGING PERSPECTIVE
- More than half, 53 percent, say they never feel pressure to keep pace with other families' gift-giving practices.
- Less than 4 percent would go as far as wrestling this year's must-have toy away from another parent; more than half say the most extreme measure they'd take is searching online; with 44 percent willing to make multiple trips to the store until they find it.
TOP TIPS TO ENSURE GIFT-GIVING CHEER
- The trusty "Santa's watching…" line still has it, with 57 percent of moms using it to bribe their kids into good behavior.
- If a child pitches a fit over an unwanted gift, 98 percent of moms agree something should be done either right then and there or later on, with the majority (68 percent) opting to make their child apologize for the behavior on the spot.
"Parents want to give their children the very best, especially during the holidays," said Rebecca Dube, senior editor of TODAY Moms. "We worry about making their holiday perfect, and will sometimes go to crazy lengths to make that happen. But we also worry about raising spoiled brats! Our survey found that most parents fear their children are spoiled, and they're working hard to put some more gratitude in their kids' attitude."
"This survey reinforced what moms tell us on all the time—they feel major guilt for saying no to their kids," said Rachel Fishman Feddersen, director, digital content, strategy, and design for Parenting.com. "But while economic conditions may force some to limit spending this year, families could use some help finding alternative approaches to enforcing the holiday spirit of giving back, and fostering gratitude beyond gifts."
The TODAY Moms (http://bit.ly/tD3sPg) and Parenting.com (http://bit.ly/uWNZeA) "Spoiled Holidays" survey is the latest editorial collaboration between the two media brands, which earlier this year announced a strategic partnership to share content, cross-promotion and marketing opportunities that deliver unique tools and content to millions of moms.
To receive more information, or to speak with an editor from TODAY.com or Parenting.com, please contact Gina Stikes, Gina.Stikes@msnbc.com, or Victoria Livadas, Victoria.Livadas@bonniercorp.com.
Methodology
This survey was hosted at TODAYMoms.com and Parenting.com between November 14 and 22, 2011. A total of 6,343 parents took the survey.
About TODAY.com
TODAY.com is the online home for America's No. 1 morning program. TODAY.com is the first stop for consumers interested in news, advice and lifestyle information of all kinds. In addition to interviews and tips from NBC's TODAY, the site offers a behind-the-scenes blog and regular expert columns on everything from food and fashion and parenting and relationships. TODAY.com also offers original web-only reporting and interactive features to help make sense of the latest news and trends. TODAY.com. Don't miss a moment.
TODAY Moms is the mom blog of the TODAY show, where moms come to learn, share and discuss the hottest parenting news and issues that matter most to them. Join the conversation on Facebook and Twitter, too.
About The Parenting Group
The Parenting Group, home of the Parenting, Babytalk and Conceive brands, reaches moms over 15 million times every month through magazines, digital media, custom content, and events. TPG's publications include: Parenting School Years, for moms with children in kindergarten through elementary school; Parenting Early Years, for moms of infants, toddlers and preschoolers; and Babytalk, for new moms and moms-to-be. TPG's other media properties include: Conceive, for women trying to get pregnant, the Babytalk Pregnancy Planner; the Parenting.com and ConceiveOnline.com web sites; MomConnection®, a nationally-representative online research network; and a custom content unit. The Parenting Group is a division of Bonnier Corporation.