Who is? I hear you ask. The answer is, them. Let them be responsible for buying one of their Christmas or birthday presents. This teaches them the responsibility of saving and appreciating what they have.
If they decide that they want a big item say for example a play station, a new bike etc. for a particular occasion, make an agreement that they will be responsible for saving a certain percentage (or all, depending on the circumstances) of the total sum of that item.
At the end of that period, you will see the pride on their faces as they take their saving to the store, (with the extra you'll be putting in of course, if applicable) and uplift their treasured, long awaited item. You will also see a difference in the way they play with, and take care of that particular toy.
You will know that your hard work has paid off when, the next time they decide that they absolutely "need" something else, they will suggest saving up for it themselves. It's time we start breeding a generation of people who believe that it's actually possible to work and save for what you want, a lesson which has gotten lost over the past couple of decades.
