Thousands of children across the East of England risk waking up to nothing this Christmas, as new research reveals the growing financial pressure on parents and carers.
According to Family Action, nearly two-thirds of parents and carers (61%) say they cannot afford presents for someone this Christmas, with almost one in six (18%) unable to buy a gift for their own child.
The charity’s annual Toy Appeal aims to change that, helping families across the region to restore a sense of joy, dignity and togetherness during one of the most challenging times of the year.
Emotional toll
Family Action’s research shows how deeply the cost-of-living crisis is affecting families:
- 61% said they can’t afford presents for someone this Christmas
- 18% said they can’t afford a gift for their own child
- 47% said they will go without essentials in the run-up to Christmas to buy presents
- 49% said Christmas feels different now because of financial pressures
- 29% have made up a story to explain why a gift didn’t arrive, often saying it was out of stock or delayed, to avoid admitting they couldn’t afford it
One mum shared: “Last year, when Family Action got in touch about the Toy Appeal, I was deciding on whether to buy presents or food. I hope the people donating know that the presents mean a lot to us and have made us smile.”
Another parent added, “When you don’t get much, having that one present to open when you sit around the tree means a lot.”
Restoring hope
Last year, hundreds of families in the East of England received gifts through the appeal. This year, Family Action hopes to reach even more households struggling to make ends meet.
David Holmes CBE, chief executive of Family Action, said: “Christmas should be a time of joy, wonder and togetherness for children. Our Toy Appeal helps families facing impossible choices to feel supported and seen.
“Every donation brings not just a present, but hope, dignity and the reassurance that someone cares.”
The charity is now calling on individuals, businesses and community groups to donate or get involved, helping to lift the burden for families facing a difficult festive season.
To donate or find out more, visit family-action.org.uk.
