As the school summer holidays draw to a close, parents across the UK reflect on the activities that kept their children entertained and engaged over the six-week break.

With nearly half of all UK households including at least one child under 18, families are a major focus for brands in the entertainment, leisure, cultural services, and retail sectors.

Our latest market research study delves into the concerns and motivations of parents during the school holidays. From managing budgets to finding family-friendly activities, what factors drove their spending and activity choices?

Rising concerns about entertainment and childcare

Unsurprisingly, 81% of people in households with school-aged children were concerned about keeping children entertained over the school holidays.

Most parents reported a higher or similar level of concern to last year, suggesting that increasing childcare costs, combined with tighter budgets, has made the issue of how to keep children entertained over the summer only more pertinent this year.

Who worries the most?

The demographics revealed some interesting patterns. People between the ages of 28-35 and those with children under the age of four were the most anxious about summer entertainment.

Meanwhile, all adults between the ages of 18-39 were more worried about childcare, specifically, than their older counterparts. This division corresponds to the age of the children: people with children aged four or under were the most concerned and people with children aged 12-17 were the least concerned.

Families with a total household income of under £20,000 were the least concerned about both keeping children entertained and childcare. Interestingly, those with a total household income of £100,000 or above expressed a significantly higher level of concern – suggesting that higher incomes do not necessarily equate to less stress.

What families loved this summer

Beyond any planned family holidays, swimming, visiting parks, going to the cinema, theme parks, and tourist attractions topped the list of most popular activities for families.

Parks were a universal favourite, appealing to all age groups, while tourist attractions such as castles and cathedrals were most popular with parents of children aged 12-17. Cinema attendance is highest among households with children aged 5-11.

For brands, this presents the opportunity to advertise near these hotspots to reach the family market.

Activities that missed the mark

On the flip side, activities such as roller skating, escape rooms, mini golf, and rock-climbing lag in popularity, even among families with older children.

Brands offering these experiences may need to rethink their strategies to become more appealing to families.

What are parents willing to pay for?

When it comes to spending, most families are open to paying for activities about once a week. Younger parents tend to go more frequently (daily or several times a week) and parents over 40 tend to go less frequently (once a week or every few weeks).

However, choosing a paid activity isn’t just about cost. Free parking, a nearby location, a recommendation from friends or family, and suitability for range of age groups are all key drivers when picking a family activity.

Different demographics have slightly different priorities. People over 40, for example, value free parking and nostalgia when choosing an activity more than younger people, and men place a higher value on accessibility and educational benefits.

How brands can connect with parents

Our research also reveals that certain promotions are more likely to influence parents and relatives when choosing paid-for activities. The most popular promotions include packages where a child goes free with an adult, the ability to pay with rewards points, and earning rewards for repeat visits.

Parents under 40 value multi-child discounts and season pass availability more than older parents, who were less interested in those offers. Men and women had similar answers overall, but 15% of women said none of these promotions appealed to them, while only 2% of men said the same.

These insights suggest that brands chasing the family market should focus on parents in their twenties and thirties as their core audience. They should also consider how they can appeal to men and higher-income households through both the content and placement of their advertising.

Looking ahead: how brands should prepare for future holidays

With concerns about children’s entertainment showing no signs of easing, these insights will remain crucial for brands year after year.

Many of the most popular activities, particularly the weather-proof ones, appeal to families with children year-round. As we look to the next summer season, brands can use these insights to tailor their offering for other school holiday periods, such as Christmas and Easter.

To find out more about how our market research capabilities can help you connect with the right audience, get in touch with Clusters today.