Back to school 2024
With 92% of women solely or primarily responsible for buying back-to-school items, mums continue to lead the way in preparing their children for this period
(Research published: March 2025)
We explored back to school conversations on Mumsnet, where parents share their thoughts on this busy period - balancing emotions, routines, and practical preparations. In 2024, parents appeared more focused on the emotional side of the return to school compared to 2023, while putting less pressure on themselves when it came to logistics.
In this year’s back-to-school insights, we discover:
A shift in planning habits, with parents starting preparations later and more expecting to finish after school has begun
A more budget-conscious approach, as spending on back-to-school shopping decreased, with supermarkets, Vinted, and charity shops becoming more popular
An easier transition back into routines, though parents still struggled to fit everything into their busy days
A growing emphasis on memory-making, with an increased focus on the emotional side of both the school holidays and the return to school
Mumsnet remains a trusted space for parents navigating the back-to-school season. Brands that support them with practical solutions, emotional reassurance, and smart shopping options will be the ones they rely on year after year.
