A survey of 1,000 parents has found that a quarter consider the back-to-school period the most stressful time of year, more so than Christmas shopping. The research, commissioned by footwear retailer Deichmann, revealed that parents find shopping for uniforms and school equipment challenging, with shoes ranking as the hardest uniform item to buy.
Arguments and Sleepless Nights
More than half of parents (54%) have previously argued with their children over trying on uniforms, and 33% have lost sleep from worrying about getting everything ready in time. Despite the stress, 28% said they typically do the shopping in the final two weeks of the summer holidays.
Financial Burden
Parents spend an average of £62.71 per child on school shoes each year. 59% say back-to-school shopping is more expensive than in previous years. Additionally, 78% struggle to find the correct size or required items, and 58% make three or more separate shopping trips before everything is purchased.
Expert Advice
Kylie Griffiths, a wellness expert working with Deichmann, said: “These results demonstrate how stressful the back-to-school period is. Parents are juggling logistics, expectation and emotions all at once – but planning ahead, sharing responsibilities and lowering the pressure to be perfect can all help lighten the burden. The mental load for parents and caregivers is huge and with growing financial pressures, parents need all the help they can get. Shopping with a list of priorities - fit, function, budget and your child’s input - helps parents feel more confident and less overwhelmed.”
Josephine Soei, from Deichmann, said: “We know how stressful back-to-school shopping can be and strive to make things as easy as possible for parents. By having our stock available ready to select on the shop floor, it helps minimise stress when shopping with children.”
