‘Pester power’ costs parents £460 a year

Parents spend around £460 a year on average on things they do not need after giving in to the pestering of their children, a survey claims.

The study, of children aged two to 15, found that sweets, snacks and junk food were among the most popular items, with four in 10 pestering their parents for treats.

They also demanded a host of other less likely purchases. DIY tools (13 per cent) and cleaning products featured in advertisements (8 per cent) were among the items parents bought after persuasion from their children.

When it came to parental defences, half of those questioned said they told a child they could not afford a particular item, while one on five distracted their offspring with a snack.

One in eight (13 per cent) went so far as to promise their child their desired item – but never bought it.

Ten per cent of those questioned said they caved in and bought their child whatever they wanted as they could not be bothered to deal with the fuss.

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