A recent survey conducted by Graco, in partnership with Mother&Baby and First Time Mums, aimed to uncover the impact of the cost-of-living crisis on households with young children. In February 2024, 846 mothers participated in the research, providing valuable insights into the challenges they face in balancing their household budgets with the expenses of raising a family.
According to the research, a significant proportion of mothers’ experience heightened financial anxiety during pregnancy and the early stages of parenthood. The study found that 90% of mothers reported increased worry about money after becoming pregnant or having a newborn, with 51% describing their feelings as anxious and worried. The top financial concerns among these mothers include household bills (81%), affording childcare (61%), and returning to work after maternity leave (49%).
The survey also highlighted the emotional toll of financial stress on mothers, with a significant proportion reporting its impact on their mental health. Two-thirds (63%) of respondents revealed that financial concerns are affecting their mental wellbeing, while nearly half (46%) acknowledged that it is also affecting their relationship with their partner. To cope with the financial strain, many mothers are adjusting their daily habits. A significant majority are taking practical steps, including purchasing second-hand clothing (59%) and baby items (54%), reducing spending on outings (57%), and forgoing holidays (50%).
In more severe cases, some mothers have made significant sacrifices. Seventeen percent have returned to work earlier than planned, while almost two-thirds (61%) have reduced their food expenses. Additionally, 8% have applied for social housing, 6% have sold their car, and 4% have had to move house. Furthermore, nearly one in 10 (17%) have cancelled plans to expand their family, indicating the far-reaching impact of financial pressure on these women's lives.
Forty-three percent of mothers are unclear or confused about their maternity pay, benefits, and tax credits, highlighting a need for clearer guidance. Moreover, 41% would appreciate improved advice in this area, underscoring the importance of providing accessible and understandable information to support these women during this critical life stage.
The findings prompted Graco to launch the Family Matters campaign, to offer support and guidance to parents. Through its Instagram account, Graco collaborated with respected experts in personal finance and parenting to provide advice on various topics, addressing the concerns and needs of families during this challenging time.
Graco assembled a team of experts to support its Family Matters campaign, including Clare Seal (@myfrugalyear), who shared her experiences with managing mental health during uncertain times; Rachel Harris (@accountant_she), who provided guidance on benefits and credits; and Beth Turbutt-Rogers (@budgettingmumofficial), who offered advice on managing finances for a fulfilling family life. Additionally, Adam Shaw (@atdadstable) offered meal planning and preparation tips to help parents make healthy eating affordable. Graco is also committed to supporting the PANDAS Foundation, which provides assistance to families affected by perinatal mental illness.
Graco is pleased to announce not only expert advice and guidance for parents through its Family Matters campaign which is accessed on its Graco_UK Instagram channel, but also significant price drops on its popular products. The brand has reduced the prices of its award-winning Sweet2Sleep bedside cot to £80, and the Turn2Me i-Size R129 spin car seat to £160, offering great value for parents.
Graco also has an incredible value travel system. The Graco Near2Me DLX Trio includes the following:
- Near2Me DLX Pushchair
- Near2Me DLX Carrycot
- SnugLite i-Size R129 Infant Car Seat
The Graco Near2Me DLX 3-in-1 is a versatile travel system built upon the multifunctional Near2Me stroller. The Graco Near2Me DLX Pushchair boasts a telescopic handle and adjustable Slide2Me attachment system with three height positions, allowing parents to bring the baby close. It features large EVA wheels with suspension, swivel/lockable front wheels, a convenient parking brake, and an ample shopping basket. The stroller exudes style with its elegant fabrics and leatherette finishes.
The Near2Me DLX carrycot is suitable for use from birth to approximately 6 months (max 9kg) and maintains the ideal lie-flat position. It features an integrated, padded carry handle on the canopy, making it easy and comfortable to transport your baby around town.
The Graco Near2Me seat unit can be converted from parent-facing to forward-facing as your baby grows. In forward-facing mode, the seat adjusts to table height, and the 3-to-5-point safety harness with soft chest pads ensures a secure ride. Additional features include an easy-release bumper bar, expandable UPF 50+ sun canopy with mesh viewing window, and a 5-position recline with lie-flat option for added comfort.
The SnugLite i-Size R129 is incredibly lightweight at just 3.3kg, making it easy to install and remove from your vehicle. With Safety Surround™ Side Impact Protection and a plush memory foam newborn insert, this infant car seat provides optimal comfort and snugness for your baby.
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.”
Shop The Graco Near2Me DLX Trio here.