‘Pester power’ costs the UK over £4,000 per year

British parents give in to 'pester power', causing them to spend an additional £4,576 a year, according to new research by Quidco.

The study revealed the high pressure parents feel from their children, with 38 per cent admitting to spending money on their children most of the time when asked. A further 72 per cent admitted that they spoil their children. 

An average of £88 per week is spent by parents on spontaneous purchases, with 63 per cent of parents saying that their children expect to be bought a product every time they ask for one. 

Vix Leyton of Quidco said: "Pester power is by no means a new concept, but with the advent of iPads, in-app purchases, and instant downloads of music and games, the cost of it has certainly escalated for parents."

Parents cite a variety of reasons for spoiling their offspring. 18 per cent admitted that they like to give their children everything they ask for as their parents were not able to, with a further 22 percent saying that bribing helps to keep the children’s behaviour in public in check. 43 per cent said however that their youngsters have embarrassed them by throwing a tantrum in public because they haven’t got their own way.

Rather than buying items on the spot when children ask, online shopping now allows you to shop around and get the best deal for items, which is one way of reducing spend. 

The most common treat that parents buy is sweets, followed by snacks, magazines and toys. Many also admit to buying video games, apps for phones and tablets and souvenirs.