With three months until Christmas the shops are already starting to stock and promote the must have toys of 2002.

Wide-eyed children gaze with fascination at the latest mechanical gadget while their parents and careers may not be so enthusiastic finding the extra money for the latest fad.

At Parentline Plus we receive a lot of calls to our confidential free helpline (0808 800 2222) from parents who are concerned about the cost of Christmas and of dealing with pester power from their children.

Although it can feel good to spoil your children with expensive gifts we feel that it is also important to recognise that families can struggle at times like Christmas and parents shouldn't feel pressured into buying trendy presents.

Although it doesn't feel like it at times, you as the parent are the most valuable resource for your child and any creative time you spend together is worth more than anything you can buy.

However, if your children are pressurising you to get the latest toy, designer clothes or technological games, it helps to be calmly honest; explain what you think is value for money and what is affordable.

Cheryl Walters

Head of Policy

Parentline Plus

Head Office, 520 Highgate Studios

53-79 Highgate Road

Kentish Town, London