The cost of keeping up with the ‘Yummy mummies’

Britain’s new mums are collectively spending a staggering £6 billion a year to keep up with the perfect image of a ‘Yummy mummy’.

The latest research by online bank, Egg, highlights that the cost of having a baby is being increased by the pressure on new mums to look good and have the latest ‘must have’ baby items – from Botox to Bugaboos.

Research conducted by Egg on Mumsnet.com reveals that new mums are spending, on average, £939 each on things for their little one’s arrival. And a third (32%) feels under pressure to buy certain brands.

A quarter (23%) felt pressurised into buying a designer buggy; some popular brands cost nearly £500 for just the basic model. This was closely followed by technology or gadgets (19%); designer highchairs (12%); designer baby clothes (8%) and bespoke furniture (7%).

In addition, new mums are also under pressure to look good and this too comes at a price, with the average spend being £123. Most mums questioned (87%) admitted buying new clothes and having their hair done shortly after the birth. Others visited the beautician (15%) whilst a small number employed a personal trainer (2.8%); had Botox (0.3%) and some cosmetic surgery (0.2%).

So the total combined average cost of being a ‘Yummy mummy’ stands at £1,062. It is highest in the North East at £1,216 in total and cheapest in the East of England, at £969. But when it comes to looking good after the birth it is Londoners that spend the most, £186, and the West Midlands the least, £69.

But where does this pressure come from? Whereas most of it is peer pressure, one in five mums admits to being occasionally influenced by celebrity parents in the media. And the most influential celebs for the mums were Gwyneth Paltrow and Angelina Jolie. Whilst at the other end of the scale were Mel B or Scary Spice and Kerry Katona.

Alison Wright, Chief Marketing Officer at Egg, comments: “Certain life stages, such as having a baby, mean that we occasionally need a cash injection. Financially a new baby can cause havoc because of the combined burden of extra costs and reduced income. This is where a little bit of financial planning can go a long way ensuring new mums can enjoy being new mums without having to worry about money matters.”