Kids aged between three and 12 are happier when given material gifts than being taken on pleasure trips, a recently released study suggests.

The findings, published in September in the International Journal of Research in Marketing, revealed that while adults tend to be thrilled by experiences, younger kids are more drawn to material goods.

This effect, however, changes over time as a child’s cognitive skills increase, the study compiled by a team of researchers at the University of Illinois stated.

“Across four studies with children and adolescents of ages 3–17 years, we show that children (ages 3–12) derive more happiness from goods than from experiences, but the effect changes over time,” it said.

An associate professor of marketing at the Chicago-based institution, Lan Nguyen Chaplin, who led the research explained that toys provide enduring happiness to children much more than excursions, unlike older kids from ages 13 to 17 who prefer experiential adventures due to stronger memory.

“Since memory is developed over time, it’s likely that children, especially young ones, may not derive as much happiness from past experiences as from possessions,” Ms. Chaplin said in a statement last month.

“But with age, creating new memories and exploring new interests may be far more valuable than acquiring new possessions,” she added.

The new study could come in handy in the forthcoming Yuletide, as a new wave of the coronavirus pandemic surges worldwide, hence rendering special outings unsafe especially for kids.