Spending on baby preparation jumps 13% in last three years
The research found that couples now spend an average of £2,538 on preparing for the birth of their child compared to £2,246 in 2009.
State-of-the-art prams and cots, nursery decorations, the latest toys and kids’ designer clothes are just some of the items expectant parents buy when they go through their ‘nesting’ phase. The department store chain also found that couples are often influenced by celebrity purchases.
Lizzie Singleton, spokesperson for Debenhams, said: "Our research shows that expecting a baby turns usually savvy shoppers into spend thrifts! Over 64% of customers we spoke to said that they spared no expense when it came to baby prep with 39% admitting they were inspired by ‘A-list’ lifestyles.
"With increasing coverage of celeb mini-mes like Blue Ivy, whose parents Beyonce and Jay Z reportedly spent a fortune on her arrival, it’s no wonder the spending bar has lifted."
Debenhams’ study revealed that British newborns have wardrobes worth £600 and a toy collection of around £180. An average of £463 is spent on nursery decorations.
With 71% of first-time parents rely on financial aid from relatives to get ready for their new arrival, many admitted that their spending spiralled out of control in their first year as a parent. Another factor to blame was a drop in household income as expectant mums go on maternity leave.
Research by Netmums.com also showed that new parents spend an average of £1,000 more than originally budgeted during the first year of a baby’s life. In addition, women were found to spend an average £478 on maternity clothes, a cost that many parents did not initially take into account.
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