(Credit: TSViPhoto/Shutterstock)
NEW YORK — Being on Santa’s “nice list” really pays well, according to a new survey. Parents whose kids believe in Santa plan to spend over $100 more on gifts this year than parents whose children don’t believe in Jolly Old St. Nicholas.
The poll of 2,000 U.S. parents who celebrate Christmas found that 68% of kids 18 and younger believe in Santa, while 27% do not. Compared to each other, the average Santa-believing child’s parent plans to spend $491 on gifts this year, whereas their non-believing peers only spend $388.
The most expensive gifts kids are asking for from Santa cost roughly $205, on average. Despite the big price tags, only 35% of parents think that’s “too expensive” when Christmas comes around.
The survey, commissioned by Slickdeals and conducted by Talker Research, also found that believing in Santa makes Christmas morning more exciting. Kids who believe in Ol’ Saint Nick are twice as likely to be excited for Dec. 25 than non-believers (87%, compared to 41%).
Kids who believe in Santa are slated to get seven gifts on average, compared to non-believers, who will get an average of four presents. This year, parents are getting their kids clothing (57%), electronics (36%), video games (26%), books (26%), puzzles and games (24%), and candy (23%).
Nearly a quarter of parents (23%) said their kids have also asked for gifts they don’t necessarily like but want in order to fit in with other kids. A third (36%) said their kids are also likely to compare what they got for Christmas with their friends.
“Believing in Santa seems to bring extra magic to the holidays for families,” says Elizabeth Simer, Chief Business Officer at Slickdeals, in a statement. “Parents of Santa-believers may feel more urgency to make each Christmas memorable, which could explain the higher spending.”
The study also revealed that a majority of parents (56%) have used the threat of the naughty list or something similar to get their kids to behave ahead of Christmas. Of course, this was found to be a much more common tactic for Santa-believing kids than their non-believing peers (70%, compared to 50%).
Forty-one percent of parents whose kids believe in Santa said their kids take the Nice and Naughty lists “very seriously” — although 87% admitted the list is arbitrary. They’d likely get their kids gifts anyway, even if they ought to be on the naughty list.
Additionally, parents said they were fairly split on which gifts should come from themselves and from the Big Guy Up North. According to them, 51% of their kids’ gifts come from Santa, and 49% come from themselves. Forty-eight percent said they reserve their kid’s most sought-after gifts for a delivery from Santa.
A third (31%) of parents whose kids don’t believe in Santa try to replicate that special feeling by saving their kid’s most sought-after gifts for last.
“Regardless of whether kids believe in Santa or not, making holiday budgets stretch further is a universal goal,” Simer adds. “By tapping into a vast community like ours, parents can find the best deals to make Christmas morning magical—no matter who’s leaving gifts under the tree.”
Survey methodology
Talker Research surveyed 2,000 American parents who celebrate Christmas; the survey was commissioned by Slickdeals and administered and conducted online by Talker Research between Nov. 22 and Nov. 27, 2024.
My daughter probably said it best.
She was in second grade, and her mother (and especially her mother’s unmarried sisters) lied to her about the Santa Claus thing.
I, of course told her the truth, as I consider lying to your children a serious violation of their innate trust.
So she mostly believed me, but was probably a bit undecided.
She attended a local Catholic school, along with a mix of other students. About half of the students had well-off parents for whom the cost of private education was nothing. The other half were the children of the Catholic faithful who often could barely pay the tuition.
She came home from school and explained to her brother who was younger and undecided:
“If Santa is real, he’s kind of a jerk. Because all the rich kids who already have lots of stuff get Playstation or Snowmobiles or Trips to Disney. The poor kids just get socks.”
That about summarized it.
Smart girl.
She’s a doctor now.
She doesn’t lie to people either.