When Lizzie, a mother of one from Oxford, was invited to the third birthday party of a child from her antenatal group, it wasn’t the date or the time that stopped her attending. In the corner of the bubble-themed invitation, there was a link to a digital gift registry, where presents ranged from Brio wooden toys and an £89.99 Yoto music player to a play kitchen.
There was a list of favourite brands, including the sustainable clothing designer Mini Rodini, and the Arket label. “It put me off going,” she said. “The shops on their list were so expensive.
I would’ve been paying upwards of £30 for a curated wooden toy or some stylish clothes.” Lizzie is not alone: gift lists are becoming increasingly common as parents are becoming more prescriptive about what people should buy their children. While some are making specific requests for high-end toys, others are asking for hand-me-downs or charity shop finds in an effort to save money and avoid excess waste.
“More and more people are using online wishlists,” says Caner Tankir, founder of the gift-giving company Wishbob. “We have seen an increase of 373% in the first quarter of this year, compared to the same period last year.” Tankir said they the lists are particularly popular with parents who want educational toys.
“Present lists make it possible for gifts to correspond to individual values, such as sustainability.” James Mostert, owner of My Wishlist, said his company has seen “a significant increase�.
