New 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%).
Nursery product manufacturer, Graco researched with Mother&Baby and First Time Mums in February 2024. They reached 846 mums to understand how the cost-of-living crisis is affecting homes with very young children.
Two thirds (63%) of the mums 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 mums have 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.
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. Collaborating with parent experts who have a valued reputation for helping others with money concerns, guidance will cover a range of subjects.
Clare Seal @myfrugalyear will be sharing how she managed her mental health in times of uncertainty and pressure, Rachel Harris @accountant_she will be guiding on entitlement to benefits and credits and will be representing the campaign in an Instagram live with Mother&Baby. Beth Turbutt-Rogers @budgettingmumofficial will share advice on how to manage finances to live a full and rewarding family life and, to support the 44% of mums who worry about the cost of feeding their family, Adam Shaw @atdadstable will guide through meal planning and preparation to engage children in healthy eating practices while managing a budget. 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 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.
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 and head to Smyths for the best deals across Graco’s range of great value baby products.
