One in ten parents will spend in excess of £300 this Christmas, according to a new survey from the high street toy retailer, The Entertainer.
However, the research has discovered that over half of the children surveyed - 60 per cent in fact - would be happy to receive just a few items on their Christmas wish list.
The Entertainer undertook research earlier this month to discover just what made Christmas a magical time of year for kids, parents and families across the UK. The undertaking revealed that the act of giving presents, not receiving them, excited those surveyed the most.
The Entertainer, the fastest-growing, family-owned high street toy retailer in the UK, has revealed that almost half (44 per cent) of parents say that giving presents is one of the more special moments their children enjoy over the festive period.
Despite 36 per cent of parents worrying about financial pressures this year, the act of giving has topped the bill with one fifth of them spending over a month searching for the perfect gift and one in ten spending in excess of £300.
When asking children what they would change about the festive season, almost a quarter of them (22 per cent) said they would make the Christmas Day magic last even longer and 10 per cent would choose to spend time with loved ones that are no longer with them.
Other favourite festive moments loved by children across the UK includes putting up the Christmas tree (70 per cent), spending time with friends and family (51 per cent) and watching Christmas movies (51 per cent). And of course, having time off school.
Gary Grant, founder and executive chairman of The Entertainer, commented: “There is nothing more joyful for a parent than the look on their child’s face as they excitedly wake on Christmas morning and run to see what Santa has left for them.
"Sadly, not all families can enjoy these magical moments which is why this year, we’ve partnered with The Salvation Army on The Big Toy Appeal to ensure as many children as possible have a gift to open on Christmas Day.
“Our research highlights the joy that giving gifts can bring, and we are encouraging our customers to consider buying an extra toy to donate to a family in need. For every toy bought and donated by our customers, The Entertainer will also donate a toy, allowing us to work together to transform Christmas for families who are really struggling across the country this year.”
The Big Toy Appeal runs until Saturday 8 December with The Entertainer donating a toy for every toy bought and donated to TheSalvation Army in any of its stores or via its website. For more information about The Entertainer, please visit www.TheToyShop.com.