While most of Just Kid Inc.’s work focuses on understanding the way families live day-to-day, examining the way they act on special occasions – holidays, celebrations of milestones – and how they break from everyday routines to go on vacations can serve as windows into their larger values, needs and dreams. It also helps us get a temperature read on the culture at large.
As spring break approaches in the US and summer-vacation planning begins, we thought we’d check in on the state of the family vacation. Recent US new headlines suggest that the family vacation is in trouble, at least until the economy improves. But we wanted to see for ourselves what parents were really feeling about this great American tradition.
Compared to last year, a full 61% of the families surveyed intend to change their vacation plans and 57% are looking to spend their saved vacation money on other purchases. Just how are family plans changing? Check out the chart below.
Founded in 1994, Just Kid Inc. is a preeminent strategic research and innovation team focused exclusively on children two to 12 and their parents. It delivers insightful research, innovative new products, and game-changing strategies. For more info contact COO Bob Dorf (firstname.lastname@example.org).