Cost of kids’ warm clothing freezing out parents this winter: Mayor of London Supports Baby Bank ‘Winter Warmers’ Appeal

New research from Little Village baby bank shows nearly three-quarters (71%) of parents they support are struggling to afford basic winter essentials like coats and waterproof shoes. The data comes as Little Village launches its Winter Warmers campaign, a citywide appeal to collect and distribute the winter essentials that families need. 

The Mayor of London, Sadiq Khan, has announced £93,000 in funding to kick off the campaign. This will enable Little Village sites in Brent, Camden and Tooting to open later on selected weekdays and on a series Saturdays – improving access for working families across the capital. It will also allow Little Village to partner with the Felix Project’s Multibank and access vital products to support children under five years old, supporting a further 2,000 families across the capital. 

The Mayor visited Little Village’s Camden baby bank to launch the Winter Warmers campaign and sort some of the much-needed pre-loved donations. He also met some of the families supported by Little Village and heard more about the pressures they face. 

The Winter Warmers campaign is calling for donations of pre-loved coats (0-6 years sizes), pram suits, boots, shoes and blankets so that Little Village can pass them on families in need. The charity supported over 2,600 children between October 2023 and February 2024. 

With colder temperatures taking hold, over half (58%) of the families Little Village support are anxious about the costs of keeping the heating on to keep their homes warm. Meanwhile more than one in three parents (39%) said they were worried about being able to afford cosy beds and warm blankets. In 2023, Little Village donated 7,747 coats, thousands of blankets and over 15,500 pairs of shoes to 8,529 children and it has already supported 5,165 children so far this year. 

800,000 children are currently living in poverty across London. For these families, the costs associated with winter – higher heating bills, increased food expenses and the need for warm clothing as children continue to grow – are overwhelming. 

In the UK, the average cost of a children’s coat from mid-range brands such as Next, M&S and H&M typically ranges between £30-60, with more budget retailers including Primark or supermarket chains costing between £15-30. The average winter clothes shopping list for items including a warm coat, jumper, weatherproof shoes, hat/scarf and gloves and a blanket can cost between £120 (budget), £180 (mid-range) and £305 (higher end)*. 

The Mayor of London, Sadiq Khan, said: “It is shocking that in a country as prosperous as ours so many families are going without essentials, and as temperatures start to drop, it will be a challenge for many parents to afford essential winter clothing. 

“That’s why Little Village’s Winter Warmers campaign is so important and why I’ve committed funding that will extend the baby banks’ opening hours and help provide more essentials to families across the capital. As Mayor, I will continue to do all I can to stand up for Londoners as cost-of-living pressures persist, building a better and fairer London for everyone.”

“For many families we support, the cost of something as vital as a single winter coat can be simply unaffordable,” said Sophie Livingstone MBE, chief executive of Little Village. “When you are living on a tight budget, every penny counts and the cost of living is meaning so many parents are struggling to provide the basics for their children. No child should be left out in the cold – with the public’s support, we want to ensure as many babies and children stay warm this winter across London.”

“Receiving a winter coat and some shoes from Little Village was more than just getting a piece of clothing for my child; it was a lifeline,” said Teesha Thomas, a mother supported by Little Village. “I was worried sick about how I could afford to keep my kids warm this winter but knowing there are people out there who care and are willing to help made me feel less alone. It took such a weight off my shoulders, both emotional and financially, and allowed me to focus on being a mum, rather than stressing over every penny.” 

Presenter Kate Lawler, who is a supporter of Little Village, said: “Donations can make a world of difference for families in need, so I encourage everyone to consider what they can give to support the Winter Warmers campaign. Together with the Mayor’s funding, this will help ensure that children don’t go without.”

UK’s poorest households face another winter of hardship according to Trussell Trust’s YouGov stats revealed last month, revealing that almost half of people on Universal Credit had run out of food in the past month. In the last six months, 73% of people have gone without essentials, such as basic toiletries and prescriptions, according to the stats.