The #GiftABundle campaign calls on parents to pass on outgrown baby clothes to local families.
New research released today by Mothercare and Hubbub reveals that the nations’ mums and dads are hanging on to huge amounts of baby clothing, long after their little ones have all grown up – the equivalent of 250 items of baby clothing for every baby born in the UK in 2017!
The survey of 2,000 parents with children aged 18 and under found that seven in 10 parents (71%) still have baby clothes their children have outgrown, which they say they are unlikely to use again. And over half of parents (53%) whose youngest children are now in their teens admitted they are still hanging on to their baby clothing.
In the run up to Mother’s Day, the #GiftABundle initiative is asking parents to gift quality unwanted baby and children’s clothing to other local families in need Over the next four weeks, bundles of six items of good-quality clothing for children up to three years old can be handed in at selected Mothercare stores across the UK. The clothing will then be beautifully gift-wrapped and distributed to other local families.
Gary Kibble, Global Brand and Marketing Director of Mothercare, said: “As parents, it’s natural we would want to keep some of our children’s clothing for sentimental reasons, or perhaps to pass on to our grandchildren, but we’re all guilty of hanging onto a bit too much! Our research found that 93% of parents liked the idea of the baby clothes their children wore going to help a local family in need, so we’re working with each of our participating stores to distribute these precious garments to support other families nearby.”
The research revealed that many parents have donated some of their children’s outgrown clothing to charity shops (83%), sold them (51%) or passed them on to friends and family (83%). However, a third of parents (34%) said they had thrown baby clothes in the bin because they needed the space or didn’t know what else to do with them.
Heather Poore, Co-Founder of Hubbub, said: “It’s a terrible shame to hear that perfectly usable clothes that were once loved are ending up in the bin, particularly when you consider that the average UK family spends £11,000 clothing each child to the age of 18. We hope this campaign provides a great opportunity for parents to sort through those clothes stashed in wardrobes and lofts and give them a chance of a new lease of life.”
For more details of participating Mothercare stores, tips for making your children’s clothing last longer and ideas for running your own #GiftABundle campaign locally visit www.mothercare.com