Grandma and Grandpa Say No to Tech Toys for the Holidays; Struggle to Revive Waning Traditions: Survey Says

Grandparents Buying Gifts to Inspire Interactive Learning and Play,
Ignore Gift Lists

ELKHORN, Neb.–(BUSINESS WIRE)–Modern grandparents are embracing tradition this year. Instead of buying
tech toys for upcoming holiday gifts, they plan to purchase toys that
inspire interactive learning and play, according to data from a new

The new report, ‘Tis
the Season: Families, Gift Giving, and Traditions
, was
released today by Fat Brain Toys, a specialty toy industry leader. The
survey found that 80 percent plan to purchase at least two gifts per
grandchild and two-thirds are planning to spend between $50-$200 on
holiday gifts per grandchild this season.

“According to the American Grandparents Association, grandparents spend
an estimated $52 billion1 on their grandchildren each year,
but that spending power may not be going where you think it is,” said
Mark Carson, president and co-founder of Fat Brain Toys. “Our survey
revealed only a small percentage planning to buy tech toys, with the
majority of grandparents willing to spend more on a gift that
promotes learning or building a skill, especially STEM skills.”

Additionally, the survey found grandparents value holiday traditions,
with most saying they’re trying to keep them alive. But 53 percent say
their holiday traditions have changed or been lost over time, and only
12 percent are happy about the changes in their holiday traditions.

Key findings in the report include:

  • Only 4% plan to buy their grandchildren tech toys for the holidays
  • 66% will spend more on a gift if it helps their grandchild build a
  • 86% feel there are important family traditions around the December
  • One out of four say playing family games is a holiday tradition

For more on the findings of ‘Tis the Season: Families, Gift Giving,
and Traditions
, download the full report here.

About Fat Brain Toys

Fat Brain Toys literally began as a “garage startup” in 2002 and has
since grown into one of the largest toy retailers in the country. Built
by husband and wife team, Mark and Karen Carson, their company thrives
on innovative toy creation and remarkable customer service. Visit us
online at
or on Facebook, Twitter, Pinterest, and Instagram @FatBrainToys.



104 West for Fat Brain Toys
Sarah Thorson, 720-407-6078