SOURCE Kiddie Academy

Modern parents more focused on experiences than previous generations 

BALTIMORE, Dec. 2, 2025 /PRNewswire/ -- Just in time for Giving Tuesday, Kiddie Academy® Educational Child Care is unveiling new research findings that indicate the majority of parents with children under 6 years old (73%) prioritize experiences, like learning and traveling, over physical things, like toys and games, for their children during the holiday season. In comparison, only 49% of survey respondents said their parents prioritized experiences when they were children, indicating a strong generational shift.

"Not only does this research show an increased emphasis on parents wanting to expose their children to memorable activities instead of giving material possessions, it also shows parents are more focused on teaching their children the importance of giving by helping others in charitable ways," said Joy Turner, vice president of education for Kiddie Academy.

Eighty-one percent of parents surveyed are interested in making a charitable occasion with their child into an annual holiday tradition, with 53% saying their children have created cards or handmade gifts, 50% have donated their toys or belongings to someone in need and 47% have helped out a neighbor or family member. In order to model gratitude, 62% of parents "pay it forward," 60% return the favor whenever possible and 58% send someone a "thank you" text.

"Parents set the example for children when it comes to modeling good deeds and showing appreciation," added Turner. "It's encouraging to see that nearly all parents surveyed (95%) think it's important their children are thankful for what they have and that the majority (66%) are teaching them to say 'thank you' as early as 2 years old."

Now, nearly 60% of parents think their children are more grateful for what they have in life compared to how grateful they were at the same age. Additionally, 91% of parents say teaching their child about gratitude has given them gratitude in return.

Survey methodology: Kiddie Academy surveyed 2,000 parents of children ages 0-6; the survey was administered and conducted online by an independent research firm on behalf of Kiddie Academy between Oct. 22 and Oct. 28, 2025.

About Kiddie Academy®
Since its inception in 1981, the Kiddie Academy system has been recognized as a leading brand in educational child care. The company, headquartered in Abingdon, Md., serves families and their children ages 6 weeks to 12 years old, offering full- and part-time care, before- and after-school care, and summer camp programs, through the Kiddie Academy system. Kiddie Academy's proprietary Life Essentials® Curriculum, supporting programs, methods, activities, and techniques help prepare children for life. The company's philanthropic efforts, including support of national nonprofit Family Promise, take character education lessons learned in the classroom beyond Academy walls. Kiddie Academy Domestic Franchising, LLC has also received corporate accreditation from the globally recognized Cognia accreditation system, signifying its commitment to quality education and the highest standards in child care. For more information, visit kiddieacademy.com or find Kiddie Academy on Facebook at facebook.com/kiddieacademy.

About Kiddie Academy Domestic Franchising, LLC
Kiddie Academy Domestic Franchising, LLC is based in Abingdon, Md. There are currently more than 340 open Academies in the Kiddie Academy system, located in 40 states and Washington, D.C., serving nearly 40,000 children. Each franchised location in the Kiddie Academy system is an independently owned and operated business. For more information, visit franchising.kiddieacademy.com.

Media Contact:
Taylor Castillejo, APR
[email protected]
865.257.0026

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