Recent Study by Kiddie Academy Reveals Parents Favor Experiences Over Material Gifts for Children

Shifting Priorities: Parents Embrace Experience Over Things

As the holiday season approaches, the trend of prioritizing meaningful experiences over material gifts has gained significant momentum among modern parents. Recent research conducted by Kiddie Academy® Educational Child Care reveals that a striking 73% of parents with children under six years old are choosing experiential gifts, such as learning opportunities and travel, rather than physical items like toys and games.

This marks a notable change compared to previous generations; only 49% of respondents indicated their parents had emphasized experiences when they were young. This generational shift emphasizes a more profound cultural change focused on growth through experiences. Joy Turner, Kiddie Academy's Vice President of Education, suggests that this trend indicates a desire among parents to steer their children toward memorable activities while simultaneously fostering generosity.

According to the survey, 81% of parents express interest in creating annual charitable traditions with their children. Activities range from crafting handmade gifts and cards to donating old toys or assisting a neighbor in need. These actions highlight a shift towards instilling the values of gratitude and giving in children from an early age.

Turner emphasizes, "Parents set the example for children when it comes to modeling good deeds and showing appreciation." This sentiment resonates strongly with the findings, as 95% of participants agree on its importance for their children to express gratitude for what they possess.

Moreover, a significant 62% of parents reported that they engage in ‘paying it forward,’ 60% ensure they return favors, and 58% send out 'thank you' messages, all contributing to a culture of appreciation and thoughtfulness within their families. As a result of these practices, nearly 60% of parents believe their children exhibit greater gratitude than they did at the same age. The survey suggests that parenting focused on gratitude doesn't just nurture appreciative children; 91% of parents feel that teaching gratitude positively influences their own outlook on life.

The research highlights that gratitude isn't merely a trait to foster; it is an integral part of family life and intergenerational relationships. Furthermore, teaching children to express thanks early on, often around the age of two, is a growing practice, with 66% of parents starting this essential lesson at a young age.

Kiddie Academy’s recent survey, which involved 2,000 parents of children aged 0-6, was conducted online by an independent research firm from October 22 to October 28, 2025. The findings reflect a thoughtful and reflective parent population committed to cultivating a legacy of gratitude and generosity.

Since its establishment in 1981, Kiddie Academy has become a leader in educational childcare, offering programs that cater to both children and their families. With over 340 locations across 40 states, Kiddie Academy is dedicated to providing valuable experiences that extend beyond traditional educational boundaries, supporting the life skills that children need to thrive.

For families looking to foster a culture of gratitude and experience-based learning, Kiddie Academy stands out as a resource for quality child care, blending early education with character-building activities and community responsibility.

As we move further into the holiday season, the emphasis on experiences over material gifts may very well reshape how families celebrate and create lasting memories together, paving the way for a brighter, more empathetic future for children.