Cost of summer rockets for UK parents as millions struggle to budget, research shows

The average UK family is left with only £111 to spend on keeping the kids entertained this summer, equating to just £18.50 a week according to new national research.

The report by QD Stores disclosed that although 1 in 10 parents feel pressured to keep their kids entertained, 1 in 5 (20%) parents have zero budget to pay for activities and days out this summer with their kids.

While parents have budgeted £111 for summer holiday entertainment, the research revealed that, on average, parents forked out more than double that figure – £234 – on child related activities during summer last year.

This £123 shortfall, in addition to the extra £111.80 parents reported they need for extra food, drink and utility bills during the break, suggests parents will need to find an additional £234.80 to help cover costs in summer 2024.

According to the survey, when it comes to keeping their kids amused, amongst parents’ biggest concerns is letting their child spend too much time on screens (18%), the cost of activities (17%) and their children being bored (15%).

The report revealed that while over a third of children will ask their parents for a cinema trip (38%), a day out at the theme park (29%) or to go bowling (23%), parents will also increasingly be looking for free activities this summer as budgets tighten.

Those free-of-charge activities include going for walks (68%), a trip to the beach (61%) or a picnic in the park or garden (50%).

To help parents this summer and make their school holiday budgets go further, QD stores has partnered with influencer, super saver and mum Gemma Bird aka Money Mum to share her tips to help keep the kids entertained this summer on a budget.

Gemma said: “Summer holidays can be an anxious time for parents, with increasing pressures to entertain kids on a shoestring. But the good thing is, there are lots of budget friendly activities you can undertake to keep the kids free from boredom all summer long.

“Kids love getting outside and as the research from QD Stores shows, it’s a must for their mental health and wellbeing. Picnics are a great budget friendly activity that the whole family can enjoy, so it’s no surprise they are one of the top things that parents like to do over the summer hols.

“You don’t have to spend a lot of money, invest in a good quality picnic kit, which has everything you need to cover days out and even garden picnics for those days when you just can’t get out the house. Pack your picnic full of food your kids enjoy and its much cheaper than buying food out, and healthier too!

“Also, encourage family time by taking a bag of activities such as a football or bat and ball set and make it a full day out. Spending time together with no phones, enjoying the fresh air in each other’s company is good for the whole family!

“As a parent, you don’t need to spend huge amounts on expensive toys, look for great value pocket money toys to fill your toy box and rotate them over the holidays. Get a small box and mark them Monday – Sunday and get one out a day, that way they will feel like they are playing with a new toy every day.

“Finally, check out those free activities to do in your local area, look at walking apps with walking trails, museums that offer free entry or even have a look at council run activities as they work out cheaper. Just don’t forget to pack your picnic hamper!”

To help families make the most of free or budget activities this summer, QD has its Big Fun Small Spend campaign providing affordable ways to keep the kids entertained this summer on a budget, including how to create your own summer survival picnic kit for as little as £20.

Nisha Collins, Brand and Marketing Manager from QD stores said: “The cost of living, additional food, utility and entertainment bills, while keeping little ones entertained, are just some of the challenges many parents will face this summer.

“To help make the summer holidays a little easier on parents, we’re delighted to launch our Big Fun Small Spend campaign, which officially launches in stores this week offering the perfect solution for parents on a budget this summer.”