Tooth Fairy Tradition and Your Dental Marketing

Have you had a visit from the Tooth Fairy lately? Kids around the USA have. Recent findings show that the tooth fairy tradition remains strong across the United States. So, how can your practice benefit from this (kinda odd) tradition? Learn the numbers below and let us think together about how to improve your marketing strategies — we are always here. From mathematically analyzing your schedule on a regular basis as a critical step to maintaining strong practice performance — all the way to out-of-the-box marketing ideas about the tooth fairy.

According to findings of the 2022 Original Tooth Fairy Poll released by Delta Dental, the Tooth Fairy visited 79% of homes across the country with children ages 6-12 who have lost teeth.

Most kids are demonstrating patience for the Tooth Fairy’s visit, with more than half of parents (61%) reporting that their child waited for their loose tooth to fall out, unlike 18% of their children that pulled their own tooth!

One in 3 parents agree that the concept is a positive way to instill good oral health habits in their child. The 2022 poll builds on insights gleaned over nearly a quarter of a century.

A few additional highlights from this year’s poll include:

  • More than 1 in 2 parents say the Tooth Fairy gives their child something to be excited about (55% 2022 versus 53% 2021).
  • This year, more parents indicate that the Tooth Fairy provides their child with an opportunity to celebrate something fun (55% 2022 versus 48% 2021).
  • In fact, 35% of parents express the Tooth Fairy was the perfect way to spread joy in a year when they needed it most (compared to 34% 2021).

“Our oral health is essential to our overall health, and the time-honored tradition of the Tooth Fairy can help bring attention in a fun way to the importance of establishing proper oral hygiene habits at an early age,” said Jennifer Elliott, Chief Marketing Officer, Delta Dental Plans Association. “Delta Dental is committed to increasing the public’s oral health care awareness as we support millions of dental health journeys across America.”

The Worth of a Lost Tooth — Cash Dominates


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Since 1998, Delta Dental has been analyzing the Tooth Fairy’s U.S. annual giving trends. The 2022 Original Tooth Fairy Poll indicates the Tooth Fairy’s average cash gift reached $5.36 per tooth, an all-time high in the 24-year history of the poll. This year’s value of a lost tooth has more than quadrupled since the inception of the Original Tooth Fairy Poll when the value of a lost tooth was $1.30.

The 2022 poll’s average gift of $5.36 per tooth is 66 cents (14%) higher than the previous peak of $4.70 set last year and well over $1 (33%) more per tooth in 2020 ($4.03). The 2022 poll also finds that 80% of the time the Tooth Fairy leaves only money rather than some other physical gift.

Good digital marketing strategies do more than just bring patients your way. Our team of experienced marketers at Perform DDS makes you stand out from the competition. Schedule your appointment with us today at (949) 232-4788 and visit us on Facebook.

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