While toys continue to dominate the holiday wish list, more and more children are expressing a need for family time, shared activities and experiences that create memories. Beyond material gifts, children want moments of closeness, play and attention, signaling a strong need for emotional connection. These are the findings of a survey conducted by iSense Solutions for Colosseum Mall on December 17-19, on a sample of 261 urban parents with at least one child aged 3-12 years old.
- Top desired gifts: classic toys (34%) and gadgets/electronic toys (28%), followed by clothing (13%).
- Pressure for parents: financial pressure (66%) is the main stress, followed by time pressure (48%).
- Budget: 61% of parents allocate between 200 and 500 lei, and about a quarter more than 500 lei, especially for older children.
- Realism: 70% of parents say their children’s wishes are often beyond what they consider realistic or appropriate.
- Experiences: 72% would visit a Christmas themed space (letters/posters/letters), while 50% say children’s activities influence their visit to the mall.
“Beyond the lists, there is a children’s need for excitement, play and time with loved ones. Gifts matter, but experiences and attention remain essential.” , says Anca Scarlat, Marketing & Communication Manager, Colosseum Mall
Beyond concrete presents, many children dream of “magical” wishes – superpowers (26%), magic wands (21%) or even a better world for all children (11%), indicating that imagination and symbolic values continue to play an important role during the festive season. A further 12% of children want family time or experiences such as trips to the movies or amusement parks,
More than half of children still believe in Santa Claus, but this belief decreases with age, marking a natural transition from fantasy to realism.
From a parent’s perspective, Christmas today is perceived as being richer in presents (37%) but also more commercial (36%) compared to their own childhood. 1 in 5 parents believe that some of the “magic” of Christmas has been lost, even if the dominant emotions remain joy and excitement. This change comes with increased pressures: 66% feel financial pressure, 48% time pressure, 38% fear of disappointing their child.
In terms of budget allocated, 61% of parents allocate between 200 and 500 lei for their children’s Christmas presents, and about a quarter exceed this budget, especially for older children. At the same time, 70% of parents say their children’s wishes are frequently above what they consider realistic or appropriate. Christmas shopping is a planned and time-consuming process: more than half of parents spend between 2 and 5 hours looking for presents, and 28% invest even more than 5 hours.
Parents buy most of their presents in shopping malls (74%), but also online (80%), and about half plan their purchases in the first part of December to avoid the crowds. Physical and online shopping complement each other, reflecting a combination of convenience, variety and careful planning.
Visits to the mall increase during the holiday season, especially for Christmas shopping and outings. Children frequently go to the mall throughout the year, but visits increase significantly during the holidays. Normally, 37% go weekly and 38% occasionally (a few times a month.) During the holidays, weekly visits remain similar (37%), but the proportion of occasional visitors increases to 43%, indicating increased shopping activity and more frequent Christmas experiences for children.
Over 1,000 letters left for Santa at Colosseum Mall
From November 29 to December 21, Colosseum Mall ran the campaign “Christmas at the Colosseum Mall Pole”, a true manifestation of the joy of the winter holidays, which brought together numerous shows and interactive activities dedicated to the whole family. One of the most appreciated moments of the campaign was the Letters to Santa Claus Workshop, where children left over 1,000 letters, having the opportunity to express their biggest wishes for Christmas. Beyond toys, gadgets and clothes, children surprised Santa with imaginative and heartfelt messages. Among the unusual wishes were high marks in the National Assessment, Michael Jackson costumes, Smiley and Theo Rose vinyl, personalized t-shirts with their favourite footballers – Dobre from Rapid or Cristiano Ronaldo – and even pets. The less pretentious just asked for sweets, fruit or crisps, while others sent emotionally charged messages pleading for peace, health and wellbeing for all children in the world. There was also no shortage of questions addressed directly to Santa Claus about his age or reindeer, and promises that he would be awaited with his favorite sweets and a warm glass of milk. The most popular gifts requested at the Letters to Santa Workshop in Colosseum Mall were Kendama and Lego games.
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About Colosseum Mall
Located in sector 1 of the capital, Colosseum Mall is a modern shopping center that brings together a wide range of fashion, beauty, accessories, sports, home & deco, technology, restaurants and services. The mall is constantly hosting events for everyone, from interactive exhibitions and children’s activities to themed fairs and special seasonal campaigns, reinforcing its position as a shopping and leisure destination. For more information about the events organized at Colosseum Mall, as well as the shops and services available, visit www.colosseummall.ro.
About iSense Solutions
iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients. More information can be found at www.isensesolutions.ro, www.researchromania.ro, www.sensepanels.com and www.sensecommunities.com.