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2020-2021 Child Care Statistics and Industry Trends

HiMama Child Care Benchmark Report

Produced in association with:

The Child Care Success Company
Institute for Childhood Preparedness
Council for Professional Recognition
Pro Solutions Training
National Child Care Association

Is Your Child Care Center Ahead or Behind the Curve?

  • How has COVID-19 impacted the child care sector?

  • What are others charging for tuition?

  • How much income are other centers making?

  • What are the average occupancy rates?

  • How do others motivate and retain their staff?

  • And much more!

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With lower enrollment, varying staffing needs and new protocols due to COVID-19, 2020 has had a substantial impact on the financials of child care providers everywhere.

Revenue & Net Income

Revenue = The total amount of money that a business collected.

Net Income = The amount of money left after all operational costs are subtracted from the revenue.

Child care businesses — who have small profit margins at the best of times — have been challenged to continue operating with altered ratios and additional procedures in place.

- Ron Spreeuwenberg, CEO & Co-Founder, HiMama

Monthly Tuition

Educator Salaries

Great onboarding helps keep staff more engaged and happier. When professionals feel connected to their employers — and committed to their careers — their interactions with other people are more positive and constructive.

- Carla Rogg, President, ProSolutions Training

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This year has challenged child care providers operationally like never before. As children have been kept at home, they’ve had to get creative to keep engaging families.

Occupancy Rates

Remaining consistent with your marketing and enrollment building efforts will be the key to continuing to enroll more students. Focus on constantly re-iterating how clean, safe, and ready you are to serve your community, and make sure it’s easy to find your school online.

- Kris Murray, President and Founder, Child Care Success Company

Population by Age Group

Remote Learning

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Facing unprecedented challenges, owners and directors have had to become strong leaders to ensure their businesses survive COVID-19 and are set up for the new normal.


Early childhood professionals rose to the challenge during coronavirus. Faced with herculean tasks and, in many cases, a lack of support or guidance, they sacrificed enormously to help keep the children they serve and their communities safe.

- Andrew Roszak, Executive Director, Institute for Childhood Preparedness


Opinion of Leadership

New Expectations

Early educators have been called upon during this unprecedented time to fill a critical need in order to help parents return to work. As more people recognize the essential role early education centers and educators play, we should support greater investment in our sector.

- Dr. Calvin E. Moore, Jr., CEO, Council for Professional Recognition

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About the Benchmark Report

The North American Child Care Benchmark Report an annual report presented by HiMama. Surveying child care providers across the United States and Canada, this report presents a comprehensive snapshot of the state of the child care industry. It is this report’s goal to provide meaningful data for providers, families, researchers and policymakers to make informed decisions in order to better serve our communities by improving learning outcomes for children ages 0-5.

Download the Full Reports

Access the 2020 Child Care Benchmark Report or any of our previous editions below.



Data was collected for the Benchmark Survey in August and September of 2020. Participants were recruited through the email lists and social media followers of HiMama and the Benchmark’s partner organizations, as well as targeted paid advertisements on Facebook and LinkedIn. A total of 862 responses from child care Owners or Directors/Administrators were used for the 2020 report.


For media inquiries or to access the survey's raw data, please contact

About HiMama

HiMama is improving learning outcomes for children aged zero to five. As a social purpose business, HiMama connects families with the early childhood professionals who serve them using the latest mobile technology. Thousands of child care professionals across the globe use HiMama to involve families in their children’s learning and development.

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