Although Children’s Day is associated with gifts, family outings and special experiences for the little ones, Romanians remain more frugal when shopping than at other festive times of the year. However, for some parents, emotional pressure and the desire to create memorable memories can lead to higher expenses than planned.
June 1st is one of the few holidays dedicated exclusively to children, and for many families it is an opportunity to spend time together and give gifts or special experiences to the little ones. Despite the emotional charge of the moment, Romanians’ appetite for shopping remains relatively moderate compared to other periods of intense consumption in the calendar.
The data of the Financial Seasons Barometer, carried out by the CFA Romania Association with the support of UniCredit Bank, show that only 12% of Romanians declare that they do more shopping than usual on the occasion of Children’s Day. By comparison, 63% say they increase their spending on Christmas and New Year’s Eve, and 39% during Black Friday.
The emotion of the moment can influence purchase decisions
Although the percentage of those who spend extra on June 1st is low, psychologists and specialists in consumer behavior draw attention to a phenomenon frequently encountered among parents: emotionally motivated purchases.
Children’s Day activates parents’ desire to provide joy and create memorable experiences. In many cases, the expenses are not determined by concrete needs, but by emotions such as affection, a sense of responsibility or even the fear of not disappointing the little ones. In the context of constant exposure to advertisements, offers and commercial messages that promote the idea of a “perfect” day, some parents end up buying more than they originally intended.
This mechanism is also supported by the results of the study. About a quarter of respondents admit to making impulse purchases during such periods, and 41% say it happens to them occasionally. Impulse purchases often occur when the decision is made on emotional grounds rather than a rational assessment of the available budget.
The budget exists but is often exceeded
Most Romanians try to plan their expenses before holidays or discount campaigns. According to the research, 68% of respondents set a budget before buying gifts or products on sale.
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However, planning does not always guarantee compliance with financial limits. Almost as many study participants admit to either consistently or occasionally exceeding the amount they set out to spend. This behavior highlights the difference between financial intentions and decisions made at the time of purchase, when emotions or perceived advantageous offers can influence choices.
In the case of Children’s Day, the tendency is amplified by the desire to reward children or make up for the limited time spent together during the rest of the year. For some parents, the symbolic value of the gift becomes more important than its cost.
Saving, associated with responsibility
Despite the temptations to consume, most Romanians continue to see saving as a responsible behavior. According to the Financial Seasons Barometer, most respondents believe that putting money aside means, first and foremost, managing financial resources responsibly. Almost a quarter of participants associate saving with preparing for the future.
These perceptions suggest that, in general, consumers are aware of the importance of financial balance, even if they sometimes make exceptions during periods of high emotional charge.
Children’s Day can become a lesson about money
Financial education specialists believe that June 1 can be more than an occasion for gifts. It’s also a good time to introduce kids to the basics of money management.
Involving the little ones in choosing a gift, discussing a budget or explaining the difference between wants and needs are examples of situations through which children can better understand the value of money and the importance of financial choices.
“More important than the amount of spending is how it is decided: whether it is part of a plan or the result of a spur of the moment. From a financial point of view, this difference matters more than the amount spent, because it influences the balance of the budget in the short term. Children form their relationship with money much earlier than many parents think, and the most powerful lessons come from the behaviors they observe every day in the family”, explains Florentina Almajanu, general director of the CFA Romania Association.
In a period in which consumption is encouraged from all directions, the study data show that Romanians manage to keep their temper, for the most part, on Children’s Day. For families, the challenge is not necessarily how much they spend, but whether they manage to turn this day into a worthwhile experience without putting unnecessary strain on the budget.
