Parents are expected to spend over £300 per child on back-to-school items this year, according to new research.
With term time fast approaching, parents across the UK will now be preparing to take their young ones shopping to gather their term-time essentials before the start of the new academic year.
Though parents have always felt the financial burden of purchasing back-to-school items, children are reportedly now requesting more expensive products that surpass the essentials, such as Stanley Cups and bag charms.
Haul culture on social media is thought to be one of the biggest culprits behind the shift, as children watch others reel off their extravagant new items purchased for school on TikTok and wish to recreate them.
New research from Nationwide found that parents expect to spend a staggering £329 per child on their term-time needs, up £137 from the previous year.
Parents told the bank that they believe trends and influencer recommendations are shifting expectations and ramping up the pressure on them to spend more on the back-to-school shop.
In the study, which spoke to over 2,000 parents, over a third agreed that social media is to blame for influencing their child's list of 'must-haves'. There is currently 143,000 videos on TikTok under the hashtag #backtoschool shopping.
One user, Mya from the UK, shared her 'mini back to school haul' on TikTok, which included a £120 Longchamp bag, a £24 perfume from Sol de Janeiro, and a pair of running trainers.
Parents are expecting to spend more on their children's back-to-school shops as demands from their offspring grow.
Another user who goes by @messyliplinerbabe racked up over 180 thousand views on her haul, which she went to London to purchase, including items from Selfridges, Harrods, and makeup from Charlotte Tilbury.
Cosmetics were also a priority for Mads, who has over one million TikTok followers. The user went to Boots to buy lip liners, three lipsticks, an eyelash curler, three mascaras, plus more in preparation for school.
Meanwhile, TikTok user Diana said she's using the upcoming term as 'an excuse to shop', and visited celebrity-loved brands alo, Glossier, and Brandy Melville for the shopping spree.
She added in the caption that she was funding the trip, writing, 'Damaging my card right now.'
Elsewhere in the study, parents also reported that the focus is now less on notebooks, pencil cases, and highlighters because their young ones are focused on having the latest athleisure wear for their PE kit, bag charms, new phones, and new make-up.
Over half of the sample admitted to feeling pressure to spend beyond their means, while almost a third said that they are relying on saving throughout the year to fulfil their children's needs.
Personal financial expert, Sue Hayward, said: 'Back to school is an expensive time of year as research shows some parents spend over £300 kitting their children out for the new school term.'
'Pester power caused by social media trends can bring an added financial headache for families, with one in three saying they feel under pressure to spend beyond their means.'
Elsewhere, mother-of-one to a five-year-old Sophie Wilson told Nationwide how she will manage the costs of her child's back-to-school shop. 'This year we'll be spending around £200 on back-to-school items, with school trainers and shoes topping the list.
'We’re very fortunate that our school has a great second-hand clothing shop, run by the Parents’ Association, so I tend to buy all my daughter’s school-branded items from there and then supplement them with additional t-shirts and tights bought during the high-street sales.
'I’ve also found reselling apps such as Vinted to be a way to save. I’ve often bought school shoes from Vinted because they tend to be hardly worn. Usually, a parent has just bought the wrong size or the child has suddenly had a growth spurt, and they come in at about 50 per cent of the cost.'
While Sophie is looking to spend £200 for her child, money saving expert at Money Wellness, Rebecca Routledge, predicted that the average parent might be spending up to £250 per child, even when saying no to luxury items.
Speaking exclusively to the Daily Mail, Routledge said: 'Back-to-school shopping can quickly add up. The average parent might spend anywhere between £100 and £250 per child, depending on their age.
'For younger children, the main costs are usually uniform and shoes, while for older children, you may also need to budget for PE kits, scientific calculators, or even laptops.
'The essentials really are quite simple: a school bag (around £15-£30), a pair of sturdy school shoes (£40-£60), basic uniform (around £50-£100 depending on the school's requirements), PE kit (£20-£40) and stationery (as little as £10-£15 if you shop smart).
'Anything beyond that, like branded water bottles, designer trainers or premium stationery, is a 'nice to have' rather than a 'need to have'.
'It's important parents don't feel pressured into stretching their budgets for items that are more about fashion than function. It's perfectly reasonable to say no to expensive extras and explain that sticking to essentials ensures there's enough money left for household priorities.'
Parents have vented about the rising costs of back-to-school items on TikTok, with UK-based mother Zoe Campbell, 35, calling the prices 'insane'.
She said she was 'absolutely shocked' at the cost of her son's back-to-school shop.
'It's absolutely insane when you think of the amount of money you need to spend on going back to school just to learn. Even unbranded clothes are expensive.'
Elsewhere, TikTok user Kate, who goes by @thedonellyedit, said the cost of her children's school shops led her to 'say yes to extra income'.
Kate explained that, even before a child's added luxuries, the basic uniforms can set a family back significantly.
She wrote: '£47... for one school skirt. And that's before you even add in shirts, shoes, PE kits, and everything else that comes with back-to-school season.
'The reality is, these costs creep up quickly - and for so many families it's a real stress point.
'That's why I'm so thankful I said yes to starting my travel business. The commissions I earn mean that instead of worrying about where that extra £47 is coming from, I can let my side income cover it.'