GiftRound launches fee-free PartiGift in partnership with Argos, to relieve stress around birthday celebrations

Four in five parents struggle with birthday gift clutter as financial and practical pressures hit children’s parties

PartiGift launches a new fee-free service offering an alternative to multiple birthday presents, with contribution amounts hidden from fellow guests to help ease the pressure on parents.

WhatsApp groups are familiar territory for parents when it comes to birthdays: another invitation, another present to buy, and another decision about what to spend. Now, a new tech service designed to make group gifting straightforward and inclusive aims to take some of the financial and practical pressure out of children’s birthday gifting by replacing multiple individual presents with contributions towards one shared gift.

Launched by GiftRound in exclusive partnership with high-street retailer Argos, the fee-free service PartiGift lets parents or party hosts create a collection and share a link through a party invitation or class WhatsApp group.

Guests can contribute whatever they feel comfortable giving. There is no set amount and no obligation to participate. Crucially, other contributors cannot see how much anyone else has given, helping to remove the pressure to match other parents’ contributions. 

The birthday family receives a single Argos eGift Card, allowing them to choose a present their child genuinely wants, from toys and games to bikes and tech.

The launch comes amid growing concerns about the financial and practical pressures of children’s parties. National research conducted this year by ‘Child Poverty Action Group’ and ‘Survation’, based on 2,200 UK parents with dependent children, found that one in five parents (20%) reported that socialising or taking part in peer activities, including birthday parties and social gatherings, was no longer affordable for their family because of living costs. *

In addition, research published by non-profit cultural campaign and awareness movement, ‘The Kids Party Pact’, in January 2024, based on a survey of 343 UK parents, found that 80% were concerned about additional clutter from children’s gifts and 57% worried about children receiving too many toys. The same survey also found that 22% of parents already included gift guidance on party invitations, while a further 53% would consider doing so. **

Craig Forsythe, CEO and Founder of GiftRound, said: “As a parent of three, I know firsthand the pressure that comes with kids’ parties, from the panic of last-minute buying to seeing a pile of well-meant gifts end up forgotten in a corner. 

“There’s still some awkwardness around asking for group contributions instead of individual presents, but it’s a conversation worth having. By making it optional and transparent, we can take the financial and emotional pressure off parents so everyone can focus on celebrating the child.”

Beyond budget benefits, reducing individual purchases naturally cuts down on excess packaging and unwanted waste, offering a more conscious approach to childhood celebrations.

PartiGift builds on GiftRound’s experience in online group gifting. Since launching in 2018, GiftRound says it has helped more than 1.2 million people contribute over £12 million across group collections for a range of occasions. 

Parents can find out more at www.partigift.com.

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* “Child Poverty Action Group: Family budgets are busting” – Conducted in partnership with the polling organisation Survation, the study evaluated the intense cost-of-living financial strain placed on 2,200 UK parents.

** The Kids Party Pact / No Crap Parties, Data: What parents really think about gifts, January 2024. Survey sample: 343 UK parents. Read the research.