Fidelity survey suggests directing gift dollars to 529 plans instead of toys

A Fidelity Investments "Toys and Tuition" survey conducted by Russell Research found that 90% of parents consider a gift of a college contribution more valuable than a favorite toy or game, and that they would replace 33% of previous gifts to their children with contributions toward a future college education. Half of all parents surveyed would prefer college contributions from grandparents over other gifts.
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