Three-fifths of parents compare prices online before committing to back-to-school purchases, with a third saying it helps them save, according to a survey by SHEIN.
The survey found that 60% of mums and dads do their price comparison homework before the back-to-school shop, with 30% saying it's one of the main ways they save cash.
Planning ahead and rising costs
The survey revealed that parents are increasingly planning ahead, shopping across multiple channels and making deliberate choices about where and how they buy ahead of schools reopening in September.
This comes as ONS stats revealed 79% of adults in Great Britain reported an increase in their cost of living in May 2026 compared with the previous month.
Of those experiencing escalating bills, 92% quizzed by the global online fashion and lifestyle retailer said it was because food shopping had increased in price, while 80% said it was because fuel prices had increased.
Impact on back-to-school shopping
Food bank charity Trussell also reported that in 2025 they provided 2.6 million emergency food parcels to people.
The impact of the cost of living on households is reflected in the stats, with 92% admitting back-to-school shopping is more expensive than it was two years ago. In addition, 82% said rising living costs have changed how they shop for back-to-school essentials.
While families are adapting their shopping habits, quality (80%) ranks alongside price (78%) as one of the most important factors when deciding where to buy school uniforms.
Shopping habits and savings
Of the 2,700 parents quizzed, more than half (52%) begin shopping in early August, while a quarter (23%) admit one of the main reasons for this is to spread the cost of purchases.
Others say they shop early to secure popular sizes before they sell out (28%) or to take advantage of seasonal promotions (21%).
Three-quarters (74%) of parents surveyed said shopping online has helped reduce their back-to-school costs. One third estimate shopping online saves them at least £50 each year on back-to-school purchases, including 17% who believe it saves more than £100 annually.
Shoes are the item most likely to need replacing according to 40% of parents, while backpacks are the item most likely to be reused.
Corporate Affairs Director at SHEIN, Martin Reidy, 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."
