Nearly half of parents plan to buy fewer tech-based gifts for their children this Christmas, with board games named the presents that create the best family memories, according to a new survey.
The research found that 48% of people are cutting tech from their shopping lists and instead choosing gifts that encourage traditional connection.
Screen-free benefits
Keeping children away from devices remains difficult, with 75% of parents reporting their child demanding a screen or claiming to be bored within two hours. However, the research from The Works found that 71% of parents say their child is noticeably happier during screen-free family activities, and 76% see a positive boost in their child's mood after time away from devices.
Of the 2,000 parents surveyed, 85% said they believe making memories matters more than buying the latest tech.
Top memory-making gifts
Board games (46%) took the top spot as the gifts that create the most lasting family memories, followed by experience gifts (39%) and arts and crafts (27%).
The findings were released as The Works launched its new Christmas campaign, fronted by new mascot The Unplug Bug, a big, blue, furry bug who is 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.
Campaign launch
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."
