No presents, just pressure
This Christmas, thousands of children across the UK risk waking up to nothing. With more than half of parents and carers saying they can’t afford presents for someone this Christmas, Family Action is urging the public to help rewrite that story.
The annual Christmas Toy Appeal delivers more than toys – it restores dignity, lifts pressure from struggling families and brings joy back to Christmas morning.
parents can't afford a present for their child this Christmas
of parents feel like they've failed their children if they can't afford a present
households are struggling to afford food this Christmas
When you don’t get much, having that one present to open when you sit around the tree means a lot.
The harsh reality for families this Christmas
New research*, commissioned by Family Action, reveals the emotional toll of festive financial pressures on parents/carers surveyed:
55% say they won’t be able to afford presents for someone this Christmas.
1 in 6 (15%) say they can’t afford a gift for their own child.
Nearly half (49%) feel like they’ve failed their children if they can’t provide the presents they ask for.
32% say their children are worried about the cost of Christmas and family finances.
31% have made up a story to explain why a gift didn’t arrive, often saying it was out of stock or delayed; to avoid admitting they couldn’t afford it.
Last year when Family Action got in touch about the Toy Appeal, I was deciding on whether to buy presents or food. I hope the people donating know that the presents mean a lot to us and have made us smile.
David Holmes CBE, Chief Executive of Family Action, said:
Christmas should be a time of joy, wonder and togetherness for children. Our Toy Appeal helps families facing impossible choices to feel supported and seen. Every donation brings not just a present, but hope, dignity and the reassurance that someone cares.
Last year, thousands of families received gifts thanks to generous donations. This year, the charity hopes to reach even more families facing hardship at Christmas. Family Action is urging individuals, businesses and organisations to donate and help bring joy to a child and peace of mind to a parent struggling to make ends meet.
Media enquiries
For media enquiries please contact us at
Email: [email protected].
Phone: 079 0307 4174
Download press release*The research was conducted by Censuswide, among a sample of 2083 UK parents/carers of children under the age of 18. The data was collected between 30.07.2025 – 18.08.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
Donate
Put a smile on a child’s face who has nothing this Christmas
Your gift will support families this Christmas and beyond
