Having a status buggy causes parents to cut back on basic essentials

The expense some new parents will go to when acquiring a designer pushchair is astonishing.

Though families are feeling the final pinch across the country, wanting a designer pram leads parents to cut back on essentials.

Global information company, The NPD Group, has found the average new parents are spending around £1,100 on baby equipment. This does not include feeding equipment, food or clothing.

Their data shows it’s the pricey prams and designer changing bags where the cash is going, with 13 per cent pulling out more than £400.

The average parents are spending around £220 on a pram, and six months later, a further £70 on an umbrella stroller.

It’s the Bugaboo Cameleon priced at £640 that is most coveted, followed by the Quinny Buzz (£321) and the Silver Cross 3D.

Global Industry Analyst, at The NPD Group Frederique Tutt, said: “This research gives some really interesting insight into the psychology behind purchasing decisions and shows that parents are having to make big choices about their priorities. Buggies continue to be a real status symbol and this phenomenon shows no signs of waning, in spite of the challenging economic climate.  Pushchairs are a fashion accessory for many parents but there’s a clear trade-off between affording the latest designer buggy and spending on other essential baby equipment.”