ELKHORN, Neb.--(BUSINESS WIRE)--Modern grandparents are embracing tradition this year. Instead of buying tech toys for upcoming holiday gifts, they plan to purchase toys that inspire interactive learning and play, according to data from a new survey.
The new report, ‘Tis the Season: Families, Gift Giving, and Traditions, was released today by Fat Brain Toys, a specialty toy industry leader. The survey found that 80 percent plan to purchase at least two gifts per grandchild and two-thirds are planning to spend between $50-$200 on holiday gifts per grandchild this season.
“According to the American Grandparents Association, grandparents spend an estimated $52 billion1 on their grandchildren each year, but that spending power may not be going where you think it is,” said Mark Carson, president and co-founder of Fat Brain Toys. “Our survey revealed only a small percentage planning to buy tech toys, with the majority of grandparents willing to spend more on a gift that promotes learning or building a skill, especially STEM skills.”
Additionally, the survey found grandparents value holiday traditions, with most saying they’re trying to keep them alive. But 53 percent say their holiday traditions have changed or been lost over time, and only 12 percent are happy about the changes in their holiday traditions.
Key findings in the report include:
- Only 4% plan to buy their grandchildren tech toys for the holidays
- 66% will spend more on a gift if it helps their grandchild build a skill
- 86% feel there are important family traditions around the December holidays
- One out of four say playing family games is a holiday tradition
For more on the findings of ‘Tis the Season: Families, Gift Giving, and Traditions, download the full report here.
About Fat Brain Toys
Fat Brain Toys literally began as a “garage startup” in 2002 and has since grown into one of the largest toy retailers in the country. Built by husband and wife team, Mark and Karen Carson, their company thrives on innovative toy creation and remarkable customer service. Visit us online at fatbraintoys.com or on Facebook, Twitter, Pinterest, and Instagram @FatBrainToys.