This paper uses the cross-sectional data of the China Household Finance Survey (CHFS) 2017 with the Probit and Tobit regression to discuss whether there is a gender preference for children in the behavior of households purchasing commercial insurance. The conclusions have shown that: (1) Owning boys and the increase of the proportion of boys will increase the investment tendency of family commercial insurance while owning daughters is the opposite; (2) The effect is heterogeneous in urban and rural areas, as well as each life cycle stage of families; (3) The differential impact is principal from the endowment difference of families with different children’s gender structure and the indirect impact of children’s gender preference on other family decisions. This paper explores a possible way for traditional ideas to intervene in family economic decision-making, which plays a positive role in studying the irrational behavior of family economic decision-making, eliminating prejudice, and promoting the healthy development of family commercial insurance.