How UK parents shop for kids’ gifts and prioritise play

As holiday ads hit screens and shopping begins, parents are preparing for a season of record-breaking gift spending, with a growing desire to share playtime with their children.

Record gift spending

Since 2021, parents' monthly spending on gifts for kids has increased by 35%, reaching £82 a month in 2024, up from £61 in 2021. Spending on gifts for their own children has grown by 30% over this period, reaching £47, while spending on gifts for other children rose by 43%, reaching £35.

Despite financial pressures, our Parents Insights data is clearly showing that toys are still an essential part of the Christmas magic in households across the UK.Tom Williams, CEO, The Insights Family

What parents prioritise

Price still plays a crucial role in the purchase decisions of parents of 3 to 9 year olds. Value for money is their top priority when buying gifts for both their own children and other children, at 30%, followed by fun and entertainment at 29%.

When buying for their own children, parents are more likely to prioritise educational value next, at 27%, while quality at 26% becomes the third most important factor when buying gifts for other children. Other important considerations for their own children include reusability at 26% and family playability at 22%.

Growing trust in social platforms

Since 2021, trust in social platform ads has been steadily increasing among UK parents. TikTok has seen the most significant growth, with 61% more parents trusting TikTok ads in 2024 compared to 2021, bringing the total to 19% of all parents with kids aged 1 to 16. Instagram follows with a 19% rise, bringing trust in its ads to 18%, while influencer recommendations have grown by 16%, now trusted by 16% of parents.

While traditional platforms remain the most trusted sources of advertising, with TV ads trusted by 50% of parents, radio ads by 24% and print media by 20%, they have all experienced a multi-year decline.

Back to the high street

High street and city centre shopping became more popular in the lead up to Christmas, with shopping in town centres rising by 9% and city centres by 10% in Q4 compared with Q1 to Q3 2023. Online shopping, while the top shopping location for 28% of all parents, saw a decline of 6% in popularity during this period, as in-person shopping is favoured during the festive season.

Playing together more often

From a parent's perspective, the importance of play with toys remains strong. Parents of kids aged 3 to 9 in the UK are 10% more likely to engage in play with toys with their children multiple times a day than they were in 2021.

Playing with toys is a popular family activity, with 38% of parents doing so at least once a day. The only activity that ranks higher is reading, with 45% of parents reading with their child at least once a day. Family bonding remains a priority, with 50% of parents citing it as the main reason for playing with toys in 2024.

Another reason for playing with toys that is growing in importance among parents with kids aged 3 to 9 is its educational value. In 2024, the 34% of parents who see it as their favourite family activity are 6% more likely to do so for educational reasons, an increase of 11% since 2021.

The toys gaining ground

While construction toys remain the toy type of choice among kids in the UK aged 3 to 9 at 35%, there has been a noticeable rise in the popularity of other playful and engaging toy types. Squishies have surged by 493% since 2021, now capturing the attention of 8.9% of kids aged 3 to 9, and toy vehicles have grown by 19%, making them the third most popular toy type at 25%.

Over the same period, electronic and digital toys saw a 22% increase, and currently rank eleventh as this cohort's favourite toy type to play with, at 13%.