A new survey has revealed that the average child will rack up a bill of £236 in lost or damaged school uniform and equipment throughout their primary school years. The study, which surveyed 1,200 parents with children aged four to 16, was conducted by shoe retailer Deichmann as part of its ‘Back To School’ campaign.
The survey found that nearly half of all kids are likely to lose a jumper and a quarter will misplace a jacket for good. Before even reaching secondary school, 22% of children will have lost shoes, with boys being twice as prone to losing footwear compared to girls.
When it comes to the most commonly lost or broken items, water bottles top the list, followed by pens, pencils, and various articles of clothing.
Simon Wilson, a director at Deichmann, commented on the findings: “It’s understandable that parents – and kids – can find the back-to-school shop time consuming and stressful, customers want speed and ease.” Wilson further remarked: “Our research shows parents have to fork out more than £200 on lost or broken school items. And parents say for more than 40% of kids, they find the school shop boring.” He also pointed out the benefits of having stock readily available on the shop floor to reduce shopping stress for parents with children in tow.
The study also highlighted how the cost-of-living crisis is making back-to-school shopping more challenging than ever, leading many parents to sacrifice their own needs. According to the findings, 41% of parents are cutting back on personal purchases to afford essential school items for their children. A staggering 58% of parents are setting aside additional funds for the inevitable – items their children will lose, damage or destroy in the first term back.
The survey also revealed that only 39% of parents actually relish the experience of shopping for the back-to-school rush with their children, while a whopping 78% are primarily on the hunt for bargains. While some clever parents (10%) can blitz through their shopping list in under an hour, a significant 26% are pounding the pavements for up to four hours to tick everything off. For those who do enjoy the back-to-school shopping spree, 59% believe it’s an excellent opportunity for quality bonding time with their little ones. Additionally, nearly half (47%) love the feeling of their child embarking on a fresh start, according to the OnePoll figures.
When it comes to what parents are adding to their shopping carts, durability (62%) and comfort (59%) reign supreme, ensuring their children’s gear lasts longer than a fleeting moment. Simon Wilson also weighed in, noting: “School shoes often get hardest hit by wear and tear. By selecting hard wearing styles with scuff resistant uppers or adding a shoe treatment, it can help keep them looking newer for longer.”
TOP TIPS FOR SURVIVING THE BACK-TO-SCHOOL SHOP:
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KEEP IT SHORT AND SWEET
Select your own styles and sizes on the shop floor to help keep the shopping process quick.*
FIND THE RIGHT FIT
Get their feet measured so you know you have the best fitting shoes for them. Whether using a manual or digital machine in-store or printing off a foot gauge online, you can check kids size and width for optimal comfort.*
CHOOSE A LONG LASTING STYLE
Select scuff resistant uppers or add a shoe treatment to help with durability.*
