How can you support the screen-free revolution this spring?
Lighter evenings, daffs in bloom… Spring is doing its thing! With the Easter holidays just around the corner, parents are on the lookout for fresh ways to keep little ones busy. As Millennials and Gen Z start families, priorities are changing, driving a broader societal shift towards screen-free entertainment. So why is this happening, and how can retailers meet families’ needs this spring?
The problem with screens
Screen use has been a growing concern for some time, but the issue now seems to be reaching boiling point. In the UK, 98% of two-year-olds watch screens daily, and nearly 40% of three- to five-year-olds access social media. The impacts are becoming clearer, from shorter attention spans and slower language development to rising mental health concerns. And it’s not just children’s screen time that worries parents: 46% of them feel addicted to their devices, and it’s affecting the quality of connection with their kids.
How parents are rethinking play
Change is being driven by parents aged 25-35. Having grown up alongside social media, they understand first hand the impact it can have during childhood and adolescence and want something different for their own children.
‘Going analogue’ is a big trend this year, with people seeking more offline hobbies and time away from devices, and that mindset is shaping parenting choices too. Today’s parents care about nature-driven activities, hands-on play and encouraging emotional regulation. For attractions and heritage sites with plenty of outdoor space, this is great news. The growing appetite for real-world experiences is likely to drive more families through their gates, eager to explore.
What this means for retailers
This shift in parenting priorities is shaping what families look for when they shop, with products that encourage hands-on, meaningful experiences. According to Pinterest, searches for ‘screen free activities’ are up 200%, with ‘educational activities for kids’ up 280% and ‘outdoor learning’ up 65%. When it comes to shopping, these parents are looking for products that enable play and reflect their values. Nostalgia is also shaping children’s products, suggesting that families are aspiring to recreate a more simple, grounded childhood.
As well as outdoor play being high on the agenda, puzzles and games have also seen a surge in popularity as families look for ways to spend quality time away from devices. These products offer tangibility and shared experiences that bring children and parents together.
Books are also a great fit. From activity titles to books that encourage creative play, learning and exploration of the natural world, they offer retailers an easy way to meet growing demand for screen-free entertainment this Easter.
We’ve selected a few titles and collections that tap into the trend to offer inspiration to help you make the most of the Easter footfall.
Screen-free picks for spring
