When their daughter Ruth turned one, Sydney parents Mia Fepuleai and Khanh Nguyen spared no expense in marking the occasion, spending over $10,000 on a party that featured a custom backdrop, toy hire, two catering services, desserts, and a 90-person guest list. Despite the high cost, the couple considered the celebration worthwhile. "She only turns one once," Ms. Fepuleai said, noting that her partner had not grown up celebrating birthdays but wanted to make Ruth’s milestone special.

The party’s largest costs included a $2,500 backdrop, $1,800 for toy hire, and $5,000 in food, with an additional $1,200 spent on desserts. For the stay-at-home mother and truck driver father, the expenses presented a financial challenge. “It was hard to afford in this economy," Ms. Fepuleai said, describing the celebration as the most costly event they have organized despite knowing their daughter would not remember it.

While Ruth’s first birthday party represents a particularly extravagant example, new survey data from party provider Decathlon Kids Sports Parties shows that Australian parents are still spending a significant amount on their children’s birthday events. The Pure Profile survey, conducted in September and involving 1,010 parents nationwide, found that the average expenditure on parties was $1,117. The five largest average costs identified were catering ($242.89), presents ($208.97), venue hire ($198.73), entertainment ($138.06), and party bags ($103.68).

These findings come amid ongoing economic pressures in Australia, where families face the prospect of a fifth interest rate hike as inflation persists. The survey revealed that 60 percent of parents had chosen to skip hosting a party at some point due to the cost concerns.

Birthday parties for children have evolved substantially in recent years, with options now including pamper parties, high teas, spa days for younger children, full venue hires, guest lists exceeding 100 people, and custom merchandise. However, parents remain divided on how elaborate to make these events, with some opting for simple, do-it-yourself setups like picnics with fairy bread at local parks, while others invest in professional party planners.

The influence of social media is a notable factor in these trends. Nearly half of the surveyed parents (47 percent) reported feeling pressure to make their parties "Instagram-worthy." Ms. Fepuleai hired toys for Ruth’s party from Little Wolf Party Hire, a company offering packages between $600 and $995. The firm’s director, Yagmur Yassikaya, acknowledged that social media had reshaped the industry but emphasized that convenience remained a driving factor.

“Parents have access to so much inspiration now, and children’s parties have become much more creative and personalised than they perhaps were in the past,” Yassikaya said. “I also think convenience plays a part. Parents are busy, and hiring equipment or engaging businesses to take care of different elements means they can spend more of the day actually enjoying the celebration rather than trying to organise and manage everything themselves.”