Kids birthday industry Canada

Goals

To understand the kids birthday industry market space in Canada.

Early Findings

  • According to the Huffington Post, the top kids birthday trends for 2019 are: chalk drawings, number-shaped cakes, scavenger hunts, backyard parties, flower garlands, toy-sharing subscriptions, enchanted forest parties, donut decor and smoke bombs.
  • "Two toonies" is a popular trend in Canadian parties, where children ask for two-$2 coins instead of a gift and then donate the money to charity.
  • In 2018, there were 385,777 babies born in Canada. The number of babies born has been slowly, but steadily, increasing since 2000.
  • There were more male babies born than female.
  • As not a lot of information was available solely on the Canadian market, the search was expanded slightly to finding trends in the US or North America.
  • In the US, the parties and events planner industry grew 2.9% annually between 2014-19.
  • A common recommendation for birthday parties is to follow the "age plus one" rule for number of guests.
  • In a case study for an average-income family, they spent $268, including gifts, on their 2-year-old's birthday. This is C$356.
  • In T. Rowe's annual "Parents, Kids & Money" survey, the average per child spend for birthday presents and parties was $288.
  • Estimated costs of raising a child in Canada do vary based on methodology. The widely-cited study from MoneySense in today's Canadian dollar is C$257,364.
  • Statistics Canada reports that the average spend of households with children on "recreation services" (the category under which kids' birthday parties would sit) is higher than the national average. Households with children spend around C$2,829, whereas the average among all households is only C$2,171.
  • Across a few Canadian parenting blogs, these are the most popular venues suggested for kids birthday parties: ice rinks, swimming pools, community centres, local attractions like the zoo/adventure parks/aquarium, Boston Pizza, Loblaw's, Longo's and Sobey's.

Proposed next steps:

You need to be the project owner to select a next step.