HUG is very important particularly during the day when Mum’s looking like anxious or worried. We’ve had occasions where we haven’t been able to understand what’s wrong and I’ve sat with her, held her hand, just given her HUG and that’s been a comfort.

Family carer

HUG needs to be introduced sensitively – not everyone likes being cuddled. We all have good days and bad days, but HUG can be used to bring comfort and calm if someone is distressed or anxious. HUG can also help stimulate conversation or provide a sense of comfort and companionship if a person is feeling lonely.

See our guidance on how to introduce HUG here

If the person you are buying for has a medical diagnosis of dementia or disability you will not have to pay VAT.