Christmas 2024: 81% of kids see their favorite ad online; how they drive purchases and what they expect to receive

Kids Corp, the leading martech company in the U18 segment, presents an exclusive Christmas report analyzing kids' connection with this holiday. The study explores what Christmas means to them, their preferred gifts, how they influence purchase decisions, and how brands can connect with these audiences on their favorite platforms, such as YouTube and video games.

What gifts do U18s prefer?

The report highlights the top three gifts kids and teens expect to receive this Christmas. On average, each child hopes for one big gift and four smaller presents, though preferences vary by age:

• Preschoolers (3-5 years old): Traditional toys (64%), sports accessories (22%), and educational toys, such as puzzles or interactive books (18%).
• Kids (6-12 years old): Tech toys like consoles and drones (48%), outdoor toys like bikes and skates (32%), and building and creativity sets (25%).
• Teens (13-17 years old): Technology, such as smartphones and headphones (41%), fashion apparel and accessories (36%), and cash or gift cards (18%).

The power of kids in purchase decisions

Kids' influence on holiday shopping is undeniable. According to the report, 83% of toys purchased in the last two Decembers were directly requested by them. Even though they are not always present at the moment of purchase, kids have a direct impact on the choice of gift type and brand, ensuring high levels of satisfaction with the received products.

Shopping channels and habits

Consumption habits also vary by channel:

• Online: 58% of parents buy gifts on e-commerce platforms, mainly driven by promotions and discounts.
• Offline: 76% of purchases take place in physical stores, with supermarkets and toy stores being the most popular choices due to their convenience and product variety.

Advertising as a decision driver

81% of kids saw their favorite ad on digital platforms, with YouTube leading as the top discovery source. Additionally, 50% ask to buy a product after seeing an ad.

"Christmas is a key moment for brands looking to connect with child and teen audiences. This report confirms that, more than ever, purchase decisions are influenced by advertising and the expectations of these audiences. At Kids Corp, we help brands develop data-driven strategies that ensure effective impact, while respecting kids' privacy values and optimizing brands' investments," highlighted Pablo Durañona, Head of Marketing & PR at Kids Corp.

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