New parents spare no expense when it comes to celebrating their baby’s first birthday, spending an average of £207, according to research. Surprisingly, this amount surpasses the costs of other milestone birthday parties during childhood. Comparatively, the average sweet sixteen party costs £198, while 10th and 5th birthday parties see parents spending £162 and £160, respectively.
The study, commissioned by social money app Pingit and involving 2,000 parents of children aged 1-18, discovered that personalised cakes, new outfits for the baby, and balloon arches are the most expensive items parents purchase for a first birthday party. Other budget-blowing items include party props like fake snow machines or glitter blasters, children’s entertainers, and personalised party favours.
However, due to lockdown and social distancing measures, one in five parents would cancel their child’s birthday celebration completely rather than proceed with a scaled-back version. Approximately 32 percent of parents would reschedule the party for a later date, while 16 percent would attempt a virtual celebration.
Pingit’s jar function, which allows users to manage up to five “jars” for different occasions, assists parents in effectively managing their finances and avoiding overspending on birthdays.
Clare Francis, the director of Pingit, highlighted the trend of Pingit customers naming savings “jars” after birthday parties. She emphasized that the UK is spending significantly on their children’s big day, acknowledging the potential financial strain on parents.
The study also revealed that parents spend an average of three months budgeting and saving to ensure a perfect first birthday party for their baby. However, parents’ opinions are divided on how to proceed amid the lockdown. While one-third would tightly control their budget due to financial insecurity, 19 percent admitted they would spend more than planned to ensure an extra special birthday celebration at home.
Parents often feel pressured to host the perfect party due to influences from celebrity culture (18 percent), other parents on social media (30 percent), and family members (25 percent). Before the lockdown, one in five parents even attempted to replicate parties hosted by social media influencers and celebrities. Some parents threw lavish affairs to outdo others, and a further 11 percent organized big parties solely to impress family members.
Despite the stress associated with party planning, four in 10 parents spend more time worrying about the party than enjoying it. However, over a third believe that the effort is worthwhile if they manage to outshine other parents in their playgroup.
To alleviate party planning stress, whether virtual or not, Pingit has partnered with pop star and mother of two, Jamelia, to provide tips for a memorable and stress-free birthday party. Jamelia encourages parents to plan ahead, set a budget, get crafty with decorations and treats, and take advantage of discount stores. She advises focusing on the birthday child rather than the guests, hosting at home, and seeking help from other parents, family, and older children.
Top 10 pre-lockdown budget-blowing birthday items:
- Personalised cakes (35 percent)
- Brand new baby outfit (35 percent)
- Balloon arches (27 percent)
- Brand new outfit(s) for parent(s) (17 percent)
- Themed baby costume (16 percent)
- Party props (e.g., fake snow machine, glitter blaster) (14 percent)
- Children’s entertainer (14 percent)
- Flower wall/arches (13 percent)
- Personalised party favours (13 percent)
- Handmade and environmentally friendly invitations (10 percent)