Most parents now compare prices online before buying school supplies, with a third saying it helps them save money, according to a survey. The research found that 60% of mums and dads do price comparison homework before the back-to-school shop, and a third call it one of their main ways to save cash.
Changing shopping habits
The survey by SHEIN found that parents are increasingly planning ahead, shopping across multiple channels and making deliberate choices about where and how they buy before schools reopen in September. The findings come as ONS statistics showed that 79% of adults reported an increase in their cost of living in May 2026.
According to the survey, 92% say back-to-school shopping is more expensive than it was two years ago, and 82% said rising living costs have changed how they shop for back-to-school essentials.
Spreading the cost
Of the parents quizzed, more than half begin shopping in early August to spread the cost of purchases. Parents said shopping online has helped reduce their back-to-school costs.
Shoes are the item most likely to need replacing, according to 40% of parents, while backpacks are the item most likely to be reused.
Quality still matters
Martin Reidy, Corporate Affairs Director at SHEIN, said: "Preparing for the new school year has become a more carefully planned purchase for many families. Parents are telling us they're starting earlier, taking more time to research their options and using a mix of online and in-store shopping to find products that best meet their needs."
"What's striking is that, even as shopping habits evolve, quality remains every bit as important as the price."
