BRITISH parents are imposing a fun ban on their kids this summer, with trips to the zoo and Alton Towers axed over cash fears.
More than half (53%) of parents will be slashing spend on their children this summer according to a major new study released today by Kellogg’s.
Parents are set to spend 15% less on summer activities, a cut of £41 per child from last year’s figure of £283. Money is so tight that one-in-three parents say their children will spend more time indoors over the holidays this year.
Family trips to the zoo and theme parks have been badly hit, with four-in-ten planned excursions put on ice. Worryingly, parents are more likely to ditch family days out than cut back on computer games and satellite or cable TV subscriptions.
From the kids’ point of view, more than half fear that lack of money will impact on their summer holiday, and a fifth think the amount of quality family time they have experienced has reduced in the past year.
The Kellogg’s report found that a quarter of mums and dads are working longer hours than a year ago with a tenth less likely to see their kids before and after school. Four in ten working parents admitted that time spent with their kids has definitely reduced as a direct result of the recession, by on average two hours and 46 minutes.
Bruce Learner, spokesperson for Kellogg’s and Dad of two, said: “The summer holidays can be a tough time for families with six weeks to fill with fun activities. The research is worrying but there are lots of activities we can do as a family without breaking the bank. Whether you head to the seaside on a sunny day, or go for a kick about or picnic at the local park, making time for family fun is the most important thing.”
The research was conducted to help shape Kellogg’s thinking when deciding its 2010 on-pack promotions. These have often centred on family activity – the first being a pioneering promotion with British Rail in the 80s offering free tickets for children, the most recent being last year’s Free Swim promotion which saw one million people claiming a free swim.
In response to the survey Kellogg’s has created a parent’s pledge on its website (www.kelloggs.co.uk/whatson) which gives cash-strapped parents the top ten summer holiday activities that won’t break the bank (see editors’ notes).
-Ends-
Notes to Editors:
Make the most of the great outdoors this summer and pledge to have fun with your family with this Top Ten:
- Go to the seaside – collect shells, write in the sand and jump the waves!
- Make a den in the woods
- Head to your local park for a kick about and a picnic
- Get on your bike and burn some energy – pick a new route with the Kellogg’s cycle path planner
- Take advantage of the government’s free swimming scheme – it’s free for under 16’s and over 60’s so go with your grandparents!
- Visit the Krispies Kitchen and follow the yummy recipes
- Play hide and seek with your friends
- Host a sleepover
- Plant sunflower seeds and have a growing competition with your brothers and sisters!
- Create a collage using your favourite cereal – add dried fruit for texture and colour
Tags:
corporate research