Overview

• Nationwide’s poll of 2,001 UK parents reports average spending of £329 per child, up £137 year on year.
• Thirty-six percent of parents blame platforms like TikTok, Instagram and YouTube for costlier requests, with more than 143,000 TikTok posts tagged #backtoschoolshopping.
• Children are asking for premium water bottles, leggings, bag charms, new phones and make-up, in addition to core school items.
• Fifty-six percent feel pressured to spend beyond their means and nine in ten believe costs are rising.
• Families are stretching budgets by saving throughout the year (28%), buying second-hand (16%) and using supermarket deals or local council help, while uniforms and footwear take the largest share of spend.