New online research from Product of the Year reveals the extent to which parents are feeling the financial strain of the back-to-school shop — with a majority spending significantly more than last year and finding increasingly inventive ways to save cash.
According to combined insights from over 2,500 consumers, taken from the results of online polls from across X, Instagram and Facebook in September 2025:
Budgets are being stretched. Well over a third (36%) of parents’ have already spent/plan to spend between £50 and £100 on school essentials and another third (35%) expect to spend as much as £100–£150. Almost one in five (19%) have spent a colossal £150+ this year. While a minority have spent/plan to spend less than £50 (10%).
Costs are climbing. Half of parents (49.5%) report their back-to-school spend as higher than last year, for others it’s only slightly higher (35%), not much higher (13%) or about the same (2.5%)
Parents are adapting. To manage rising costs, families are re-using last year’s items (36%); shopping for supermarket own-brands (34%); spreading costs over weeks (19%); and cutting back on non-essentials (1 in 10).
Uniforms top the list. More than 60% of parents say school uniforms are their biggest back-to-school expense, ahead of shoes, stationery, and snacks.
Buy more, more, more… Alongside traditional essentials, parents are also investing in seemingly endless extras for kids including lunchbox sweets and treats (31%), tech (28%), sports gear (22%) and branded stationery (19%).
Snacks are a must, but which ones? When it comes to lunchboxes, things are looking very healthy with fruit and nuts voted ‘top of the pops’ with well over a third of the votes (35%) and cereal bars snagging 31%. Less healthy (but delicious) options also included crisps, fruity sweets & chocolate.
Commenting on the findings, Helga Slater, managing director of Product of the Year UK, said: “Parents are feeling the pinch more than ever this September, with the majority reporting higher costs compared to last year. But the research also shows how resourceful families are — and how they’re adapting. These everyday choices highlight just how important affordable, innovative products are for households across the UK.”
The findings come as entries to Product of the Year – the UK’s largest consumer voted award for product innovation – approaches the final deadline for entries to the next award. Brands still have time to enter here.
