A STUDY, conducted by Censuswide for IKEA UK, found that over three-quarters (77%) of parents and grandparents worried about the cost of a family day out during the school holidays leading to the retail giant deciding to turn its iconic stores into the ultimate day out for the holidays.
As the cost of living crisis continues to impact family finances, IKEA has found that 43% of families in London have gone out less together, with over two-thirds (70%) of London saying this is directly linked to the financial impact of the cost of living crisis and 82% of Londoners noticing that the cost of a day out with kids has increased over the past 12 months, with two thirds (66%) cancelling days out due to the cost.
Price is the most important factor for 67% of parents and grandparents in London when organising a family day out, with almost four in ten (39%) of those asked citing food as the most expensive element. As part of IKEA’s Savviest Day Out, kids can eat for just 95p in the IKEA Restaurant with no additional purchases needed; reducing the worry for those looking after children this school holiday.
The Savviest Day Out is part of IKEA’s Show Off Your Savvy campaign which celebrates how savvy solutions in the home can make the everyday easier. The in-store Savviest Day Out is a way to help families have fun together during the school holidays without breaking the bank. To take part, families simply need to head to their nearest participating store* and pick up a treasure map which will guide them around the store, challenging them to interactive activities as they go – from creating shadow puppets using the BETTORP lamp and designing a robot inspired by products in the IKEA Circular Hub to measuring their height in FABLER BJORN bears. And for parents looking for a bit of free school holiday peace, SMÅLAND has entertained over 33,000 children since the start of 2023.
Almost half of parents and grandparents in the UK (47%) have said they’ve cut down on days out with the family in the last 12 months, with takeaways (67%) and meals out together (63%) other areas they’ve reduced spending. When it comes to budgeting, most families (37%) aim to spend £21 to £50 on a single day with the family, with almost 10% (9%) saying they have spent up to £1,000 keeping the family entertained on days out in 12 months. Grandparents with grandchildren over 16 are the most likely to splash the cash on a day out with 60% saying they are willing to spend £51 to £75 on their family.
IKEA UK has worked with Gemma Bird, aka MoneyMum, to put the Savviest Day Out to the test. Gemma said: “Trying to come up with ways to entertain the kids and keep costs down is top of mind for every parent! Heading out to big attractions can end up costing a fortune once you add up the entrance fees, food and parking. My main piece of advice is to think of ways you can do cheaper activities that keep everyone entertained. My daughter and I loved our savvy day out at IKEA – she got to complete all the activities on the map, and I had a browse. The 95p kids’ meal is an absolute steal, it’s so helpful that you don’t need to buy an adult meal to redeem it as well.”
Gemma developed some exclusive tips to help parents make savvy choices this half-term:
- Make sure you make the most out of days out – choose places that give you more than one thing to do to keep everyone entertained. Think about the oldest and youngest person there, the best days out are ones where everyone has something to do
- Plan your budget before you go and stick to it! Challenge the kids to manage their own spending for the day, you’ll be amazed how careful they are when they’re the one holding the money
- Check out the food options and know how much it’ll cost before you get there. IKEA’s kids meal deal is on until the end of July and kids can get a full meal with pasta, sauce and a drink for just 95p! Where you can, pack a packed lunch which can help you cut costs and include it in your weekly shop
