According to a survey for Barnado’s, 44% of parents surveyed also said their child missed out on opportunities to learn or play due to cost

More than half (53%) of London parents wish they had had more essential items to care for their baby when it was born, according to a new survey for the children’s charity Barnardo’s.

More than four in 10 (43%) ‘struggled to afford’ all the essential items needed for the first six months of their baby’s life. Four in 10 (42%) feel financial pressure has affected their child’s ability to develop skills such as speech, socialising or physical play. More than four in 10 (44%) say their child missed out on opportunities to learn or play due to cost.  

Barnardo’s commissioned Censuswide to survey parents with children aged under five. It also found that 38% of parents feel their child is starting school at a disadvantage due to financial pressures at home.  More than 4 in 10 (44%) said they had to avoid buying toys, books or educational resources in the past 12 months because of cost. 

Children in the poorest communities are more likely to be born with low birth weight and experience chronic health conditions. By the age of five, disadvantaged children are already months behind their peers and a baby born in poverty is less likely to be in good health or be ready for school by the age of five.

Some parents have access to baby bundles which contain essential items such as clothes, thermometers, changing mats, books and advice leaflets. However, access to these schemes remains uneven across the UK and dependent on where a child is born.

In Scotland, every family receives a Baby Box containing a variety of essentials. In England and Northern Ireland, provision is patchy and often targeted, while in Wales eligibility depends on postcode.

The introduction of a universal baby bundles scheme, providing every new family with a package of high-quality essentials, alongside signposting on advice and support, would give all babies the best possible start.  

This has public support with nearly three-quarters (73%) of London parents in the Censuswide survey saying the government should make sure that parents have all the essential items needed for their newborn babies from day one.   

Actor Max Bowden, who played Ben Mitchell in Eastenders, said: “Many first-time parents feel unprepared for the enormity of welcoming a new baby, and I can certainly empathise with that sense of responsibility and the unknown. With no universal guide—and in some cases limited support from family or friends—it can be difficult to ensure that all the essentials are in place. 

“While every parent wants to give their child the best possible start in life, not all families have the financial means to do so. Providing baby bundles for new parents would help ensure access to essential items, supporting the health and development of babies during those crucial early days, weeks, and months.” 

Barnardo’s chief executive Lynn Perry said: “Poverty steals the foundations of learning, playing and growing that are essential to build their futures, leading to delays in speech, growth and emotional development.  

“A baby bundle isn’t just a collection of items – it’s a vital building block. It’s a way of making sure that every baby, regardless of their parents’ circumstances, has what they need from the very beginning. It means a family doesn’t have to choose between heating and a cot, or between food for themselves and clothes for their newborn. It means the basics are there, ready and waiting, so parents can focus on bonding with their baby rather than worrying about how they’ll provide for them. 

“By giving parents the essential items they need from day one, we’re not just supporting families in crisis—we’re investing in children’s health, wellbeing and development for years to come. It’s something all parents need for their newborn babies and which we are calling for the government to provide.” 

To find out more about Barnardo’s and how you could help support children, young people and families, visit barnardos.org.uk

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