British families are preparing for a significant seasonal outlay, with parents anticipating spending an average of £117 per child on clothing this winter, according to new research. The study, commissioned by the buy now, pay later provider Clearpay, highlights the financial pressures of keeping youngsters warm and stylish during the colder months.
Winter Wardrobe Essentials and Spending Pressures
The survey of 2,000 UK parents, conducted by OnePoll in October 2025, pinpoints the key items on shopping lists. A vast majority of parents (89%) plan to buy new coats, while 86% will invest in jumpers and 80% need replacement wellington boots. However, the cost is a growing concern, with four in five parents (80%) believing children's clothing is more expensive than last year.
Practical needs are the primary driver for most purchases. The main reasons for buying new clothes are children outgrowing old items (80%), clothes wearing out (58%), or items being damaged (40%). Yet, fashion and identity also play a substantial role. Nearly a third of parents (32%) admit they buy new clothes to keep their children on trend, with the same proportion citing changes in their child's style tastes as a key motivator this season.
Family Support and Savvy Shopping Strategies
To manage these costs, families are not going it alone. The research indicates that 16% of grandparents will contribute to the bill for children's winter outfits. Parents are also adopting clever strategies to make their budgets stretch further.
Two-fifths (40%) buy clothes one size up to ensure longevity, and 44% pass outgrown items on to others. When selecting items, quality is the foremost priority for 74% of parents, followed closely by comfort for 65%.
Trending Items and Psychological Insights
Clearpay's internal sales data reflects these shifting style preferences, noting increased sales for children's wide-leg joggers, teddy coats, ballet pumps, and plaid jumpers. Consumer insights psychologist Shakaila Forbes-Bell explains that parents' decisions blend practicality with psychology.
"Parents respond to signals about social belonging and their child’s identity – what peers are wearing, what children perceive as ‘cool’ and how clothing supports confidence in different settings," she said. Forbes-Bell advises parents to look for patterns in what their children feel best in and to consider how new purchases can be mixed with existing items to prevent overspending.
The survey also provided a breakdown of estimated seasonal spending per child beyond winter: £106 in summer, £99 in spring, and £98 in the autumn.
