Luxury events firms report a surge in extravagant children's birthday parties, with costs reaching up to £100,000. Quintessentially Events & Weddings has been asked to install temporary ice rinks and indoor lawns for clients, while other firms organise themed parties with fairground rides and entertainers for toddlers.
Event manager Chloe Astin says the pressure to impress has grown, partly due to children's exposure to high-end media. Steven Duggan, founder of his eponymous events firm, recently arranged a £70,000 Peter Pan and Alice in Wonderland party for twins' first birthday, noting that such events are more for the parents than the children.
Even at the more affordable end, spending is rising. The Young Film Academy saw a 25% increase in film party bookings last year, with nearly half opting for its top-tier package starting at £1,950. Parenting site Netmums reports average spending of £135 per party, with one in six parents spending over £300.
Experts attribute the trend to 'affluenza' and celebrity influence. Sarah Ockwell-Smith of Gentle Parenting warns that young children may find the fuss overwhelming, leading to tears rather than joy. The UK party market is estimated to be worth nearly £1.1 billion.
