Parents put purpose at the top of their Christmas lists this year

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Parenting Skills

Published on Monday, 14 November 2022 08:29

Last Updated on 13 November 2022

Monica Costa

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With Halloween decorations put away and Christmas planning in full throw, parents and grandparents are looking for the perfect gift for their children, that offers value and meaning.

The research, conducted by Be Held®, publisher of personalised books for kids with purposeful stories, revealed that a third of UK parents and grandparents (33%) are more likely to buy from a retailer that is doing good for the planet or society this year.

In addition, nearly half of parents and grandparents (46%) prefer to choose a gift that benefits the child’s learning or wellbeing compared to just one in five (20%) that would choose a gift that was cool and on trend.

Sustainability is high up the agenda for parents and grandparents this year too, as a quarter (24%) said they were looking for a present that is sustainable.

The research also showed:

• Over half of grandparents would prefer to choose a gift that benefits their learning or wellbeing (51%) than buy something their grandchild has specifically asked for (47%)
• Grandparents are also more likely to choose a gift that will last and can be used for years to come (49%)
• Only half of parents and grandparents surveyed (53%) would pick a present that their child has specifically asked for.

A new player in the children’s publishing industry, Be Held® offers an ideal solution for gift givers looking for a personalised gift for a child, that they will love, and that is meaningful and purposeful in this age of throwaway fads.

Co-founder and dad of three, Dave Woods, explains “As parents ourselves, we know the importance of balancing our child’s enjoyment and making sure they get the best start in life. The survey results demonstrate that we’re not alone in looking for more meaningful presents for our children – and that’s the passion behind our business. Personalised books offer not just a break from screen time, but also the chance for parents to truly engage with their child in the ritual of reading together… perfect for memory making at this time of year”.

Even better – Be Held® is offering an exclusive 25% discount on the books over Black Friday– from Friday 24^th November to Wednesday 30^th November 2022.  Visitors to the website can enter bf25 at the online checkout to take advantage of the discount.

The series of beautifully designed, personalised books for kids offer storytelling with purpose – using fun-filled themes to deliver important life lessons.  From confidence and courage to wellbeing and inclusion, their creative stories have hidden lessons to help parents gently teach positive values and help build their child’s strength of character.

Harnessing the very latest in publishing technology, the nine books place the child at the heart of their own personalised adventure, taking them on a fantastical journey across new worlds where hidden life lessons await. From wizardry to space travel, the stories are thoughtfully crafted around a series of themes, perfectly aligned to childhood passions.

Research from The National Literary Trust (2017)* indicates that personalisation can have a positive impact on children’s learning engagement, confidence and ambition. The studies analysed in the report found “dramatic increases in the amount that children learned, and their perceived competence and levels of aspiration when learning contexts included personal information”.

Be Held® proudly supports Save the Children and Read for Good charities. 

RRP: From £19.99 (£14.99 – 25% discount over the Black Friday weekend)