Back to school 2023
Almost half of parents agree that they have noticed an increase in their spending for the new school year compared to 2022
(Research published: November 2023)
We delved into the back to school season to uncover the realities families face during this pivotal time of year.
With the financial squeeze tighter than ever, parents are finding creative ways to prepare for another academic year. Here’s what we discovered:
Back-to-school is a major event: With 2 in 3 parents beginning preparations in August, nearly half are spending more than they did in 2022.
Children’s preferences dominate decisions: What kids like and ask for holds significant sway, although finding the right fit—particularly for secondary school uniforms—remains a major challenge.
Sustainability matters: Nearly half of parents report their child’s uniform is sustainably sourced, reflecting growing eco-consciousness.
Emotional impact is significant: 63% of parents with children transitioning to secondary school feel stressed, nervous, or apprehensive. Even parents of Year 6 students aren’t immune, with 48% experiencing similar emotions.
Beyond shopping lists and schedules, parents feel the strain of this transitional period, with 68% finding the new school year a challenging time.
Discover actionable insights to better understand and support families as they navigate back to school.
