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China's millennial mums spend big

News, 23 December 2014

HONG KONG: The Christmas shopping bug is leading some millennial mothers in China to spend up to $1,300 on gifts for their child, according to new figures.

Seasonal research from the Dentsu Aegis Network suggests there will be a significant level of indulgence by young mothers on their offspring across Asia this December. But the China figure is dwarfed by spending in more developed markets – comparable figures for the UK are $3,113 and for the US $10,000.

Writing in Campaign Asia-Pacific, Marie Gruy, Dentsu's Asia Pacific director of insight, said that these figures included even those whose household income was below national norms.

Millennial mothers in Indonesia were not far behind China in this analysis, with spending per child set to be just $100 less, at up to $1,214. For Singapore, the figure was $907 per child and for the Philippines $672.

Branded goods were twice as important for mothers in Asian markets. Where just 21% of millennials mums in the UK and 26% in the US indicated to Dentsu that their children only wanted well-known brands, that proportion was over half in Asia.

It was highest in China, at 57%, with the other three countries considered more or less equal, at 53% for both Indonesia and Singapore, and 52% of the Philippines.

In terms of what branded toys were being sought, Lego remains popular after 50 years, with, for example, 14% of Singapore mothers buying this. Barbie dolls also retain their appeal for around one quarter of all millennial mothers.

More recent items relating to the animated Disney film Frozen are present on the shopping lists of 16% of millennial mothers around the world.

These figures highlight another trend recognised by Denstu – traditional gifts such as building blocks and dolls are being widely given rather than digital treats. Less than 10% of mothers in Asian markets planned on giving digital gifts, down to just 3% in China; this compared with 25% in the UK and the US.

Data sourced from Campaign Asia-Pacific; additional content by Warc staff