The survey, which polled more than 2,700 UK parents via Shein’s in-app platform, found that nearly all respondents or 92% believe back-to-school shopping is more expensive than it was two years ago.
In response, parents are increasingly planning purchases further in advance, use multiple shopping channels, and making more considered decisions about where and how they buy school essentials.
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The survey revealed that 52% of parents begin shopping in early August, with 23% starting early to spread the cost of purchases over time.
Other parents shop early to secure sizes before they sell out, with 28% doing so, or to take advantage of seasonal promotions, cited by 21%.
Online shopping has emerged as a key tool for cost reduction. Nearly three-quarters of parents, 74% reported that buying online has helped lower their back-to-school expenses.
More than a third of those surveyed said they save at least £50 per year through online back-to-school purchases, while 17% believed the annual savings exceeded £100.
More than six in 10 parents said they always or often compare prices online before completing their purchases, with 30% viewing comparison shopping as a main way to save money during the back-to-school period.
Despite rising prices and changing habits, quality remains a major concern. The research found that 80% of parents identified quality as one of the most important factors in choosing where to buy school uniforms and supplies, nearly matching the 78% who prioritised price.
The survey also found that families make strategic decisions about which products to replace or reuse.
Shoes are the item most likely to require replacing, named by 40% of parents, while backpacks are the item most commonly reused, suggesting parents are focusing their spending where it is most needed.
Shein corporate affairs director Martin Reidy said: “Preparing for a new school year has become a more carefully planned purchase for many families. Parents are telling us they are starting earlier, taking more time to research their options and using a mix of online and in-store shopping to find the products that best meet their needs. What’s striking is that, even as shopping habits evolve, quality remains every bit as important as price.”
