PNC Christmas Price Index

Now in its 23rd edition, the PNC Christmas Price Index has educated and entertained bankers, consumers and students alike with its tongue-in-cheek look at the economy.  The following resources will provide you with more information on the history of the Christmas Price Index, this year’s results and how the results reflect current and past economic trends.

History

For 23 years, PNC has calculated the cost of the items in the song “The Twelve Days of Christmas” if purchased at current prices. Over the years, trends have emerged and the Christmas Price Index has often increased or decreased at a rate consistent with the other CPI- the Consumer Price Index, a widely followed measure of inflation produced by the Bureau of Labor Statistics. From the Partridge to the Drummers, it’s a fun way for children and adults to learn about the economy. 

Now, here are some frequently asked questions about the Christmas Price Index

First, some definitions:

The “Christmas Price Index”
is an index of the current costs of one set of each of the gifts given by the True Love to the singer of the song “The Twelve Days of Christmas”

The “True Cost of Christmas”
is the cumulative cost of all the gifts with the repetitions listed in the song.

What does it mean to me?

The Christmas Price Index, calculated by PNC Wealth Management, has consistently reflected changes in the economy and continues to do so in the 23rd anniversary version.  The rate of increase each year closely mirrors the results of The Consumer Price Index.  It’s a fun way to measure consumer spending and trends in the economy.

Why did PNC start tabulating the Christmas Price Index? 

It all started 23 years ago as a way to engage clients of PNC predecessor Provident Bank during the traditionally light holiday weeks. What hatched as the creative brainchild of the bank’s then chief economist has since grown into one of PNC’s most popular and anticipated economic reports.

Who is True Love’s personal shopper at PNC?

Since 1986, Rebekah McCahan of PNC Wealth Management has completed the True Love's shopping duties, putting a price tag on French hens, maids-a-milking and gold rings, and evaluating some distinctive economic trends along the way.

Where does McCahan do her holiday shopping

Each year, the Cincinnati Zoo provides the cost of some of the birds in the song, including the partridge, the turtle doves and the French hens.  The National Aviary in Pittsburgh, Pa provides the cost of the swans and the geese.  National pet chain PetCo provides the price of the calling birds, or canaries.

The pear tree price comes from Waterloo Gardens, a Philadelphia nursery.  Gordon’s Jewelers provides the cost of five fourteen caret gold rings, and Philadanco, a modern dance company in Philadelphia offers the price of ladies dancing.  The Pennsylvania Ballet offers the price of the lords a-leaping.  Prices for the musicians in the song – the drummers and pipers – are provided by a Pennsylvania musicians union.

Lastly, maids-a-milking are the only unskilled laborers in the index, and as such, they reflect the minimum wage.

What has changed since 1986?

The Internet. Today, with the help of the Internet, it’s easier for to find the goods and services listed in the song. This convenience comes at a price, however: goods and services from the survey that are purchased on the Internet tend to be more expensive than those purchased in a more traditional transaction, mainly due to added shipping costs.

 

 

The price of swans has dramatically decreased. Six swans a swimming would have set the True Love back $7000 in 1984, but today, they cost close to half of that, around $4000. 

The cost of entertainment has greatly increased over the last twenty years, As a result, the ladies dancing and lords a leaping have seen a 300% increase in their fees.

Over the last 22 years, the prices of services in general have increased, while the price of goods has decreased. In the 1984 Christmas Price Index, goods were by far the more expensive component of the index. Today, services are a much bigger piece of the Index.

Minimum wage.  Federal laws increasing the minimum wage gave the maids-a-milking their first raise since 1997.

Fuel costs.  As fuel prices go up and down, they have a major effect on the cost of shipping. 

Will True Love dig deeper this year than ever before . . . again?

In keeping with inflation, the Christmas Price Index usually gets a little more expensive each year.  The true cost of Christmas, however, has fluctuated a bit more over the years. This year is the most expensive year for that measure, and last year was just a bit less expensive.  Prior to that, the costliest year for the True Love was 1994. 

Which year could True Love afford to be a scrooge?

The cheapest cost of Christmas in dollars occurred in 1995, when the true cost of Christmas was only $51,000.

 

For more information about the results of this year’s Christmas Price Index,
click here to see this year’s press release.