New research by the Post Office gift card service, One4all, has found in a survey of 1,000 UK adults that Brits are spending a total of £179.74 on gifts for friends or family members’ unborn babies, all before their first birthday.
£77.51 of that total is spent before the baby is even born, then a further £102.23 is spent following the birth. The average Brit will purchase more than 17 gifts, on average, between the pregnancy being announced and the child turning one.
Baby showers topped the list as the most popular ‘new baby’ gifting occasion, following christenings or other religious ceremonies, and the research revealed some interesting findings around event.
37% of those aged 18-24 will buy gifts for a loved ones’ baby shower, compared to just 6% of those aged 55 or over, suggesting this modern gifting occasion is much more popular amongst millennials.
Other popular gifting occasions include ‘welcome to the world’ parties, and naming ceremonies.
The data also looked at how Brits continue to spoil their loved ones’ children long after they are born, with almost 1 in 4 (23%) admitting that for them, buying birthday presents for their loved ones’ offspring is a lifelong task.
Aoife Davey, group marketing manager at One4all Gift Cards, commented: “Announcing a pregnancy and welcoming a new baby into the world are no doubt exciting experiences for expectant parents, but can be very expensive too.
“What our research shows, is that the friends and family of those who are expecting are equally as excited, and are more than happy to help out by spoiling the new additions with gifts.
“It’s also wonderful to see how the news of a new baby is being celebrated from the pregnancy announcement, right through to the birth and beyond with the likes of gender reveals and naming ceremonies now proving popular gifting occasions.
“With so many occasions to buy gifts for, it’s likely expectant parents will receive duplicates of gifts. And while they will no doubt be more than grateful, it might be worthwhile asking what they would like, or pick up a gift card so they can buy the things they need for their new arrival.”
Liverpudlians are the most generous new baby gifters, splashing £196.96 on 17.56 presents for their loved ones’ babies.
Meanwhile those in Manchester came in second place, spending an average of £191.92 on 15.62 gifts for their loved ones’ newest additions.
The One4all Gift Card can be spent in more than 50,000 outlets across the UK and is available to buy from Post Offices nationwide and online at www.one4allgiftcard.co.uk.
