More than four in five parents are working to make the back-to-school season magical for their elementary school children, according to a new study.
A survey of 2,000 parents with children aged 6-12 found that 86% are trying to bring the magic back to school and, for many, their goal is to get their child excited about going back to class.
To do this, parents let their child choose their own clothes and outfits (62%), buy school supplies that their child likes (62%), and help support their child’s passions and interests ( 56%).
Almost one in five parents (19%) even admit they didn’t like school when they were their children’s age and 96% hope to create more positive memories for their little ones.
The results revealed that only 40% of children are usually very excited to go back to school after the summer holidays, which means parents are working overtime to make it more enjoyable.
Parents use hands-on learning (63%), food or snack activities (43%) or magical experiences (25%), such as fantasy activities or shows, in order to get their children excited about learning.
Conducted by Talker Research on behalf of Keebler, to highlight their snack portfolio ahead of the back-to-school season, the survey looked at the different ways parents are finding the magic for their kids.
Many parents are surprising their children with their favorite food (43%), putting notes in the lunchbox (33%) and giving their child a lucky charm to help the school day go smoothly. problems (19%).
In fact, 86% of parents are likely to pack a sweet snack for their child on any given school day with Mondays (52%) and Fridays (57%) being the most frequent days.
Parents also believe their child prefers sweets more than they do (36% vs. 7%), although 56% admit they both share that love equally.
When it comes to their favorite sweets, cookies came in the top three for kids, and parents’ cookies were No. 1 for children (51%) and No. 2 for parents (41%).
Also in the main choices for children were fried potatoes (50%), while parents preferred ice cream (46%).
Chocolate ranks as the most preferred flavor for children and their parents (57% and 46%), followed by strawberry (39%) for children and caramel (35%) for parents.
While parents use their children’s after school snack as an excuse to eat one an average of twice a week, 27% admit they are likely to do so every day.
In fact, 80% of parents are likely to enjoy the same after-school snack as their child, regardless of their preferences.
The back-to-school season means change for all members of a family, said Alicia Mosley, Vice President of Marketing, Keebler Brand. And during this transitional time, there are many small ways to make a new routine magical and help instill a love of learning and school in your child. Whether you put notes in your child’s lunchbox or surprise them with their favorite snack, enjoying treats both during and after school can keep the magic alive and make back-to-school exciting.
According to the results, 70% of parents believe that an after school snack is a magical solution when their child has had a difficult day.
Additionally, another 70% say their child believes magic is real.
In addition to food, parents work to keep that magic alive by encouraging their child to use their imagination (70%), helping them believe in the Easter Bunny, the Tooth Fairy or Santa Claus (53%), teaching them they always see the best. to people and their experiences (50%) and encourage them to seek the unexpected (46%).
It is heartening to see parents working so hard to keep the magic alive for their children and it is those little moments of magic that their children will remember and cherish for the rest of their lives, said Mosley.
Survey methodology:
Talker Research surveyed 2,000 parents of children ages 6-12; the survey was commissioned by Keebler and administered and conducted online by Talker Research from July 8 to July 16, 2024.
We source from a non-probability framework and the two main sources we use are:
- Traditional online access panels where respondents choose to participate in online market research for an incentive
- Programmatic where respondents are online and given the opportunity to participate in a survey to receive a virtual incentive typically related to the online activity they are engaging in
Those who did not fit the specified sample were dropped from the survey. While the survey is in the field, dynamic online sampling is used, adjusting targeting to achieve specified quotas as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small monetary value equivalent to money.
Cells are reported for analysis only if they have at least 80 respondents and statistical significance is calculated at the 95% level. The data are not weighted, but quotas and other parameters are set to achieve the desired sample.
Interviews are excluded from the final analysis if they fail quality control measures. This includes:
- Speeders: Respondents who complete the survey in a time that is faster than one-third of the average interview duration are disqualified as speeders
- Open-Ended: All verbatim responses (full open-ended questions and others, please specify options) are checked for inappropriate or irrelevant text
- Bots: Captcha is enabled in surveys, which allows the research team to identify and disqualify bots
- Duplicates: The survey software has deduping based on digital fingerprints, which ensures that no one is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access and the results may not be generalizable to those without internet access.
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