Engage Parents and Kids with Gift Giving Insights

Parents have likely already started planning, or buying, the gifts they will give to their kids this holiday season. This means brands have the opportunity now to build trust and excitement with this pivotal consumer segment.

Gain key insights on parents’ path to purchase when shopping for kids’ gifts to tap into family holidays and occasions.

What Gifts Do Kids Want?

And as kids get older, their gift preferences change. Up to age 9, toys reign supreme. But from there, the pull of toys lessens as clothes, video games, technology, and gift cards or money become more important.

Get specific in your messaging to parents. Even if they don’t know what their kids want, with consumer insights specific to kids, you do! Recommend toys for 4-6-year olds, toys and video games for 7-9-year olds, and gift cards for older kids.

How Do Their Parents Know?

Gift giving is now a “team sport” in many households. 78% of parents say their kids made wish lists of desired gifts before special occasions like the holidays. Brands can seize this opportunity to increase advertising reach and effectiveness by targeting channels for kids with clear messaging to add their products to the wish list. Connect with parents as well by offering a way for them to collaborate with their kids on a wish list, such as through a shared app.

Where Do Parents Buy Gifts?

Collage’s insights into parents and kids shows a gender split when it comes to where parents shop for holiday gifts for their kids. While most parents tend to buy gifts at big box or online-only stores, moms are significantly more likely to shop at these retailers. Dads shop at department stores and brand outlet stores. This means that as your brand strengthens distribution towards big box and online retailers, target dads with messages about gift availability at stores where they’re more likely to shop.

Now’s the time to optimize your holiday gift giving campaigns as parents start to shop for gifts for their kids.