Highlights
- Parents to spend an average of £329 per child
- 70–75% of parents feel pressure during BTS preparation though Londoners report the lowest stress.
- 67% of Gen Z parents plan to use generative AI for shopping, nearly double the proportion of millennials.
The UK back-to-school market is set to reach £8.82 billion ($11.9 billion) this year, with parents spending an average of £329 per child and online orders up 10 per cent, states a new report.
According to new data from Flowwow and affiliate platform Admitad, around 8 million UK parents are actively preparing their children for school this year, with clear generational differences emerging in shopping behaviour.
When it comes to back-to-school season, three-quarters of Gen Z parents plan to shop through social media, compared with 46 per cent of millennials. Parents who use social media spend 1.8 times more, highlighting the growing influence of digital platforms on purchasing activity.
Only 32 per cent of parents overall trust branded content, compared with 59 per cent among Gen Z, particularly when it comes to influencer recommendations. In addition, 62 per cent of Gen Z parents prefer to buy local products, versus 48 per cent across the broader parent population.
Technology continues to play a pivotal role. Around 67 per cent of Gen Z parents plan to use generative AI for shopping, almost double the proportion of millennials (34 per cent ) and Generation X (29 per cent ). Overall, only 33 per cent of parents are ready to use AI, and trust in the technology stands at 22 per cent.
Generational differences extend to timing and strategy. Nearly half of younger parents (46 per cent ) begin shopping early during July promotions to take advantage of discounts, while most families (43 per cent ) opt for “click and collect,” combining online and in-store purchases to save time and manage budgets effectively.
Back-to-school preparation remains a major source of stress. Deloitte data shows 70–75 per cent of parents feel pressure during this period, creating opportunities for retailers offering convenient, comprehensive solutions.
Cost is a key factor, cited by 75 per cent of parents as a source of stress, while older consumers (55+) remain calmer, with 38 per cent reporting little or no stress.
Regional differences are evident. parents in London report lower stress, with 55 per cent finding shopping untroublesome, compared with 23 per cent in the North and 26 per cent in the South.
Further analysis of more than 800,000 orders placed in July, August, and early September 2024 and 2025 shows a 10 per cent increase in order volume and a 6 per cent rise in GMV,.
Slava Bogan, CEO of Flowwow, comments: “Across e-commerce, Gen Z and millennials are driving a move towards smarter, more connected shopping. They value seamless digital experiences, trust influencer and peer recommendations, and increasingly use technology to plan and personalise purchases.
"For retailers, understanding these behaviours and offering flexible, integrated, stress-free solutions will be essential to building loyalty and long-term engagement in a rapidly evolving market.”