UK parents are refusing to let the credit crunch affect their ability to buy their children presents this Christmas, according to new research from toy company Playmobil.
However, they will be more selective with the choices they make, avoiding games consoles and celebrity-endorsed gifts in a bid to encourage creative, imaginative play for children.
The research set out to discover what effect almost 3,000 parents thought the economic crisis would have on the festive season. Although over 83 per cent of the parents were concerned about the credit crunch, 67 per cent said they would not let it affect their ability to purchase presents for their families.
In a big to tighten purse strings, parents will be shying away from games consoles (40.3 per cent) and celebrity-endorsed products (26.8 per cent). However, 91 per cent said they would still buy their children creative or educational toys.
In addition, over half of the families surveyed said that they would be sacrificing nights out (51 per cent) and buying gifts for their partners (14.8 per cent) to ensure their children have the presents they want.
"These results demonstrate the power of the UK family unit," said Jamie Dickinson from Playmobil UK. "What really stands out from this survey is how mums and dads are making more considered purchases this year and looking for gifts that will help to stimulate their children's creative mind."
Peter Jenkinson, chief toyologist at toyology.co.uk, added: "Anything with elements of creativity, role play, interactivity and above all longevity is going to be a huge hit this year."