A quarter of parents believe the back-to-school period is the most hectic time of year – even more so than the festive shopping season, according to new research. A survey of 1,000 mums and dads found that parents struggle to get everything they need before the new school term kicks off, with shoes topping the list as the trickiest uniform item to track down.
Arguments and lost sleep over school uniforms
More than half (54%) of parents have previously rowed with their children over trying on uniforms, and 33% have lost sleep worrying about getting everything ready in time. Despite acknowledging the period as particularly stressful, 28% admitted they typically leave their shopping until the final two weeks of the summer holidays.
Cost and shopping challenges
Parents will spend £62.71 on average on school shoes per year per child, and 59% say they are finding back-to-school shopping more expensive than in previous years. The OnePoll.com research found 78% struggle to find the correct size or required items when they go to the shops, and 58% make three or more separate shopping trips before everything is purchased for back to school.
Deichmann research and expert comment
Footwear retailer Deichmann commissioned the research following its launch of a 'Buy One Get One Half Price on all school shoes' offer. Kylie Griffiths, wellness expert working with the brand, which also launched a new capsule range of Trutex uniform online and in selected stores, 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."
Griffiths added: "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."
