The annual outlay for the start of the school term is a big drain on family finances – but include demands for the latest trainers, gadgets and even trendy haircuts
The crippling cost of getting kids back to school ready is being made worse by pester power, research suggests.
Many parents say they face demands from their kids to have the latest gadgets, trainers, and even skincare before the start of term.
That is on top of the usual outlay for school uniforms, sports kit and the rest which can blow a hole in family budgets at this time of year. It comes after a summer which, for many, has left their household finances in a threadbare state.
A new report from refurbished marketplace Back Market suggests parents are now being pestered by their kids to pay an average £845 on new gear for school.
More than half of mums and dads questioned said a new school bag was a “must have” – even if in reality the old one would have done.
Around a third say they are pestered into buying the latest branded trainers, or a new lunchbox, and 28% say their kids expect to be able to go on an expensive school trip.
Almost a quarter (23%) of parents have been told by their child they have a new laptop for school. And the same percentage say their kids are requesting a new iPhone or other smartphone for the start of the school term, often to keep up with their mates.
Some of the pestering is being driven by social media and merchandise and products plugged online. It has seen Stanley Cups demanded by one in 10 modern kids, as well as skin care fads.
But the result of all this expense comes at a big cost to parents’ bank balances, with eight in 10 saying they will struggle to afford everything their child “needs” for back to school.
The survey also found that 36% felt that there is too much status associated with having the latest tech and gear, and a quarter say the costs are out of control.
Three quarters insist they are told regularly by their kids that everyone else’s parents have bought their children the latest gadgets.
Luke Forshaw, head of brand and marketing at Back Market, said: “The data shows just how much money parents are expected to fork out for their children’s back-to-school items – with tech emerging as the biggest drain on parents’ pockets.
“We understand that kids may be under pressure to go back to school with the iPhones, laptops and tablets, but there are ways to keep these costs down, receive quality devices, while also looking after the planet.
“That’s why refurbished tech is the perfect solution: it offers parents affordable options and gives kids high-quality devices they can be proud of.”
Back to school ‘must haves’
- New school bag 53% (of parents will fork out for this)
- New uniform items 45%
- New PE kit 42%
- New hoodies / jumpers 35%
- New lunchbox 35%
- New branded trainers 32%
- An upcoming school trip 28%
- A new laptop 23%
- New iPhone or smartphone 23%
- A new tablet / iPad 20%
- New haircut 18%
- New headphones/airpods 14%
- Skincare, haircare and cosmetics 14%
- TikTok-famous food & drink items (bubble tea, Prime, Starbucks, etc.) – 9%
- New makeup – 8%