Nursery Today magazine

Brits are great gifters

Broody Brits spend £180 on friends or family members’ babies before their 1st birthday

• Brits spend £179.74 on average on gifts for a loved ones’ new baby
• Brits buy 17.05 gifts on average before the baby turns one

It is well known that having kids can be expensive, but new research has revealed what it costs when a friend or family member has a baby.

According to the survey of 1,000 UK adults carried out by One4all, the Post Office gift card, Brits spend 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 once the bundle of joy has arrived.

The average Brit will purchase 17.05 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

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