How ‘haul culture’ is changing the back-to-school shop

• Parents are facing significant financial pressure for back-to-school items, with costs rising by 70 per cent to an average of £329 per child.
• The surge in spending is largely driven by "haul culture" on social media platforms like TikTok, influencing children to demand premium and trendy products.
• Over half of parents (56 per cent) feel compelled to spend beyond their means, with popular requests including premium water bottles, designer bags, and new technology.
• Beyond social media, peer pressure and children's desire to fit in are also significant factors contributing to the demand for costly school supplies.
• To manage these escalating expenses, parents are increasingly turning to second-hand shopping, saving throughout the year, and seeking out supermarket deals or local council assistance.

IN FULL

TikTok putting pressure on parents as back-to-school costs soar to £329 per child