Birthday party pressure: Half of UK parents feel they’re in a competition to throw the ‘best’ bash for their toddler
New survey reveals parents are spending an average of £248 on birthday parties their babies won’t even remember
It’s meant to be a joyful milestone, but planning a birthday party for your baby or toddler is leaving many parents feeling frazzled and financially stretched.
A new survey by Moonpig has revealed that nearly half of all UK parents feel like they’re competing to throw the ‘best’ party for their little one, with many admitting the celebration is more about impressing guests than marking the occasion.
And if you’ve ever found yourself panic-pinning balloon arches or calculating the cost of a soft play hire, you’re not alone…
Nearly half of parents feel in birthday party competition
Moonpig’s survey of 1,000 UK parents with children aged 0–3 found that 43% felt they were in competition with other parents to host the most impressive bash — with nearly 1 in 2 (49%) admitting the party is more for the guests than for their child.
Interestingly, dads seem to feel the pressure most. Over half of fathers (52%) said they felt in competition with other parents, compared to 39% of mums. Gen-Z parents (aged 18–24) were also more likely to feel the heat, with half confessing to the birthday party one-upmanship.
The cost of a baby birthday? £248 on average
Despite babies being unlikely to remember the day, the study found UK parents are spending an average of £248 on their little one’s birthday. And with over half (55%) admitting they struggle to stick to a budget, it’s clear the pressure to throw Pinterest-worthy parties is having a financial impact.
Nearly one third (30%) of parents said they had hired a party planner, and parents of three-year-olds reported feeling the most pressure of all — possibly due to social expectations or rising nursery friendships.
Stress levels are high – especially for mums
Celebrating your baby should be a joyful experience, but for many parents, it’s a source of stress. More than half (55%) of those surveyed said they felt overwhelmed planning the party, with mums feeling it most: 57% of mothers said they were stressed, compared to 49% of dads.
And while the first birthday is a huge milestone, it’s also a common trigger for pressure. 57% of parents of one-year-olds said they felt stressed planning their baby’s big day, while 47% said they felt pressure to make it ‘the best’.
Picture-perfect parties fuelled by social media
Social media is a huge influence, with 59% of parents saying they’re inspired by online content to plan their toddler’s party. Gen-Z and millennial parents are particularly driven by aesthetics — 44% said creating a photogenic party was important to them.
However, only 14% said they threw a party just to post about it, and most parents said their main motivation was to create memories. In fact, 61% said the celebration was for family bonding and future keepsakes, while 82% prioritised meaningful experiences over extravagance.
Classic party themes are still going strong
Despite the influence of Instagram and TikTok trends, parents are still embracing the classics. The most popular themes? Superheroes, princesses and favourite TV characters, with 49% of parents opting for a pop culture-inspired party.
But aesthetic themes like ‘wild west’ or ‘beach vibes’ are also gaining popularity. 37% have already tried one, and 43% would consider it for a future celebration.
What are parents actually doing at baby birthday parties?
Whether you’re planning your child’s first birthday or thinking ahead to their toddler years, here’s what most UK parents say are party must-haves:
- Traditional party food (buffet, sandwiches, pizza) – 66%
- Goodie bags for guests – 61%
- Supermarket birthday cake – 61%
- Custom-baked personalised cake – 59%
- Adult-friendly food & drinks (cocktails, nicer nibbles) – 57%
- DIY party entertainment – 52%
- Hired attractions (like bouncy castles or inflatable slides) – 52%
Mums are more likely to handle the planning themselves (75%) and go big on goodie bags (61%), while dads are more likely to create photo opportunities (50%) and even hire a photographer (53%).
Are parents still giving presents and cards?
The survey also revealed a generational shift in gift-giving. While 83% of older parents still buy presents for their babies, only 63% of Gen-Z parents do. The same trend is seen in cards — with 40% of Gen-Z parents saying they haven’t bought one for their child.
Still, Moonpig’s Sarah-Jane Porter believes the celebration itself matters most:
“With growing pressure to make sure our babies’ earliest celebrations are memorable, it’s unsurprising that parents are going the extra mile. We champion celebrating milestone moments – and our personalised cards make wonderful keepsakes.”
Whether you go all out with a themed bash or opt for something more low-key, this research proves one thing: most parents are feeling the same pressure — but also just want to make the day meaningful.
And if your child ends up face-first in a supermarket cake instead of a hand-baked unicorn sponge, you’re still making beautiful memories.
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Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.