Half of oldsters plan to purchase fewer tech presents for kids this Christmas

85% of parents said they believe making memories matters

Half of parents plan to buy fewer tech-based gifts for their kids this Christmas, with board games topping the list of presents that create the best family memories. 48% of people are slashing tech from their shopping lists and instead opting for gifts that foster traditional connection, according to a survey.

While keeping children away from devices remains a fierce battle, with 75% of parents reporting their child demanding a screen or claiming to be bored within two hours, the payoff for holding firm is immediate. Research from The Works reveals 71% of parents state their child is noticeably happier during screen-free family activities and 76% witness a positive boost in their child’s mood after time away from devices.

Of the 2,000 parents quizzed, 85% of parents said they believe making memories matters more than buying the latest tech – and it appears families are putting their money where their mouth is. Board games (46%) clinched the top spot of gifts that create the most lasting family memories followed by experience gifts (39%) and arts and crafts (27%).

The findings were revealed as The Works launched its new Christmas campaign, fronted by new mascot The Unplug Bug – a big, blue, furry bug who’s a fan of screen-free play and family time. A limited run of Unplug Bug plushies are available to buy in selected The Works stores.

Gavin Peck, CEO of The Works, said: “Christmas is about bringing people together and creating meaningful connections. Our Unplug Bug campaign isn’t about giving up technology or screens altogether, it’s about encouraging families to make a little more room for the moments where parents and children can be fully present and enjoy time together.

“Whether it’s playing a game, enjoying a festive tradition or joining in a family conversation, even small screen-free moments can make a difference.

“It’s about focusing on what we gain, rather than what we give up, and making more of the moments and memories that really matter at Christmas.”