Graco UK’s New Research On The Cost-Of-Living Crisis

A long-term fan of Graco UK, a leading baby product brand with a 60 year rich heritage no less, that my own three children have used and my youngest continues to use with prams and high chairs, have released new research reflecting on the impact of the cost-of-living crisis for parents.

The research reveals that 90% of mums worry more about money once they are expecting or have a newborn and over half (51%) describe their feelings as anxious or worried.

The top financial concerns are household bills (81%), affording childcare (61%) and returning to work after maternity leave (49%).

 The Research was undertaken in February 2024 with media titles Mother and Baby and First Time Mums UK, reaching 846 mums with an anonymous survey to gain a deeper understanding of how the cost-of-living crisis is affecting homes with young children.

The research discovered that:

Two thirds (63%) of the mums asked, revealed that finances are affecting their mental health, with just under half (46%) admitting it is affecting the relationship with their partner.

To deal with this pressure, many had made changes to their lifestyle.

Over half, (59%) are buying second hand clothes and second-hand baby items (54%), cutting spend on days out (57%) and not taking holidays (50%).

In more extreme cases, 17% of the mothers have returned to work from maternity leave earlier than planned, almost two thirds (61%) have reduced their food bill, 8% have applied for social housing, 6% have sold their car and 4% have had to move house.

In life-changing consequences, almost two in 10 (17%) have cancelled plans to extend their family and have more children.

In terms of their rights, 43% are uncertain or confused by maternity pay / benefits / tax credits and 41% would like better advice in this area.

The research compelled the team at Graco UK to help with the support campaign: Family Matters. During an intense week from 17th-23rd June, the brand is using its Instagram account to provide guidance on a range of subjects with a group of respected parent experts offering support. You will hear from Clare Seal (@myfrugalyear) who will share insights on managing mental health under financial pressure, Rachel Harris (@accountant_she) will offer guidance on entitlements to benefits and credits, culminating in an Instagram live session with Mother & Baby.

Beth Turbutt-Rogers (@budgetingmumofficial) will provide tips on financial management to ensure a fulfilling family life, and Adam Shaw (@atdadstable) will address the 44% of mums worried about the cost of feeding their families, with advice on meal planning and budget-friendly healthy eating.

Graco UK is also proud to continue its support to the PANDAS Foundation, the charity that offers support to parents and their network affected by perinatal mental illness.

In addition to signposting parents for expert advice, Graco UK is thrilled to announce exceptional value retail prices on its most popular and new products.

The great value brand has dropped the price on its award winning Sweet2Sleep bedside cot, which is now retailing at a remarkable £80.

The award-winning Turn2Me i-Size R129 spin car seat is retailing at just £160.

The Graco UK Near2Me 3-in-1 travel system, which includes the Near2Me Carrycot and the SnugEssentials i-Size infant car seat, now comes as part of a bundle deal with the Graco ISOFAMILY R129 car seat base, all for the outstanding price of £379.98 at Smyths.

Kindly, Graco UK donated their Near2Me 3-in-1 travel system to the Leeds Baby Bank recently as parents in the city I live and in many other cities as we can see from the research and daily breaking news stories are struggling with the rising costs of raising children.

Luisa Rollins-Svensson, Consumer & Trade Marketing Manager for Graco UK, commented: “We strive to listen to parents and to respond to their needs. We found that 38% worry about the cost of essential baby items such as nappies and we were moved to hear that 70% of parents simply cannot afford the lifestyle they had wanted for their family. We are in a privileged position to work with a brand that creates reliable products at great prices and it’s very rewarding to be able to bring essential baby items to market so that more people can afford them. We are thrilled to be able to couple this with expert advice that we hope will truly help many new and current parents in need in the UK.”

Head to the Graco UK Instagram page from 17th June to follow the campaign (you can see the content so far) and head to Smyths for the best deals across Graco’s range of great value baby products.

Huge thank you to Graco for Florence’s new, gifted stroller, the Graco Myavo. A compact, light but strong travel stroller which folds easily whilst providing your toddler with a spacious and comfortable pram gets mine and Florence’s seal of approval.


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