The article deals with the problem of economic socialization during the period of transition to market economy. The author discusses factors that influence children's economic behaviour and money attitudes. The factors most transformed during transitional period are: 1) family values and attitudes that children get from their parents in the form of "parent's messages"; 2) the macroeconomic situation, including economic crisis; 3) the allocative system in the society (market or socialism); 4) day-to-day economic activity of children. The author stresses the necessity to take these factors into account in the process of education and psychological counselling of parents and teachers.