Over two in five parents’ purchases influenced by Prince George

It is only natural for parents to want the best for their children, but new figures show that they are setting their sights high, with more than two in five (43 per cent) saying that they have been influenced by Prince George, when buying items for their baby.

With two fifths stating that Prince George had influenced the purchase of their pushchair (40 per cent), the research by Churchill home insurance also uncovered that more than half (57 per cent) of the UK’s new parents feel pressure to own a designer pushchair and it seems a need to keep up appearances is the driving force behind this. When asked why they felt this pressure, one in two (51 per cent) said it was because they felt a need to look good in front of their peers.

Further demonstrating the influence the young Prince has over the nation’s parents, just over two in five (42 per cent) said that they would consider purchasing a Silver Cross pushchair, the same brand that Prince George has been pictured in over recent months.

Baby item - % new parents influenced by Prince George when purchasing

Baby clothes 41

Pushchair 40

Toys 40

Blanket 39

Other 37

Source: Churchill home insurance

This comes as news is released that the annual cost of kitting out an infant for its first year of life is now £9,000.

Chloe French, spokesperson for Churchill home insurance said: “It is no surprise to see that even at the tender age of one that Prince George has so much influence and after all, children will always be little princes and princesses in their parents’ eyes.”

French continues: “Most parents will appreciate just how costly having a child and all of the associated equipment can be. This is why it is important for new parents to check that their contents limits on their home insurance are still adequate soon after any new additions arrive. It is also worth parents checking that they have personal possessions cover to protect their pushchairs outside of the home.”