Back to School 2025
94% of mums lead the back to school shop, and two-thirds do it completely on their own – with Mumsnet as the place they go to research, narrow down options and decide what to buy
(Research published: November 2025)
Back to school isn’t just about uniforms and pencil cases. It’s a reset for the whole household: new routines, new expectations and a lot of practical jobs to get done. Most of that work sits with mums, who are trying to keep costs down while still getting what their children need for the year ahead.
In our Back to School insights for 2025, we discover:
The scale of the moment, with back to school now one of the biggest shopping periods of the year. On Mumsnet there were 37.2 million pageviews and 8.8 thousand posts about school and back to school in the last 12 months, covering everything from uniform and shoes to tech, lunches and homework.
The financial pressure, as average spend rises to £224 in 2025 – the highest yet. Half of parents worry about the cost, and 47% spent more than they did last year, so value, longevity and washability really matter.
The weight on mums, with 94% mainly responsible for the back to school shop and 66% doing it completely on their own. Many also struggle with fit, durability and stock, which adds stress to an already busy time.
The changing way families shop, with 86% buying back to school items online and 46% finishing their shopping the day before or after term starts. Parents lean on other parents’ advice to decide what to buy and which brands to trust.
For brands, this is a clear opportunity: be present where parents are planning and asking questions, help them make easier, better choices, and you can earn a place in the baskets that set children up for the school year.
