Parents Face Record Back-to-School Costs as Children Request Trendy, Higher-Priced Items
Nationwide survey finds average expected spend of £329 per child — up £137 from last year — with social media and haul culture cited as drivers
Parents across the UK are preparing for a more expensive return to term as new research from Nationwide shows they expect to spend an average of £329 per child on back-to-school items this year, an increase of £137 from the previous year.
The bank's survey of more than 2,000 parents identified a shift in what families are expected to buy for the new academic year, with children increasingly requesting non-essentials such as Stanley Cups, premium skincare, designer bags and bag charms alongside traditional uniform and stationery.
Nationwide said parents told researchers that trends and influencer recommendations are changing expectations around what is required for school and are adding pressure to household budgets. More than a third of respondents agreed that social media has influenced their child's shopping list, according to the study.
With term time fast approaching, parents reported feeling the financial burden of meeting those expectations. The survey framed the rise in average spending as a notable jump from the prior year, and many respondents said they would need to stretch household finances to cover the extra cost.
Researchers and parents cited "haul culture" on platforms such as TikTok as a key factor driving demand. On social media, users post videos showcasing extensive purchases for school, often featuring branded drinkware, skincare routines and fashion accessories. Those posts can set new reference points for children and teens when compiling their own lists for the new term, parents told the bank.
Retailers and market analysts have previously noted similar shifts in consumer behaviour among younger shoppers, with branded lifestyle products increasingly sought after as status symbols in school-age cohorts. Nationwide's findings add data on how those trends are translating into household spending expectations ahead of the academic year.
The survey methodology involved more than 2,000 parents and asked respondents to estimate planned spending on items associated with returning to school. Nationwide emphasised the aggregate figure as a reflection of current parental expectations rather than a measure of actual completed purchases.
Parents' concerns about rising back-to-school costs come amid broader scrutiny of household budgets. While the study did not provide a breakdown of spending across specific categories such as uniform, technology, or extracurricular equipment, the prominence of non-essential, trend-driven items in parents' reports underscores a changing mix of demand.
Some parents said they planned to prioritise essentials while limiting more expensive branded items, while others indicated they would acquiesce to requests to avoid social friction for their children. Nationwide's research highlighted the pressures families face as social and cultural trends intersect with traditional school shopping cycles.
As the start of term approaches, the findings may prompt schools, parent groups and policymakers to consider how to address cost pressures and whether guidance on expectations could help families manage rising back-to-school bills. For now, the Nationwide survey offers a snapshot of how social media-driven trends are influencing what families plan to buy for the school year ahead.