Children’s winter clothes: This how much parents will spend this year
Parents in the UK will spend an average of £117 per child on winter clothes, a new survey shows.
According to buy now pay later provider Clearpay, as the weather gets colder, 89 per cent of parents will buy new coats, 86 per cent will invest in new jumpers and 80 per cent will buy spare wellington boots.
Almost a third (32 percent) of parents surveyed said they bought their children new clothes to stay on trend, beyond practical needs.
Clearpay’s own internal sales data shows sales of children’s wide-legged runners, teddy coats, ballet flats and plaid jumpers are on the rise.
The most popular reasons for buying new children’s clothes include that old items are outgrown (80 percent), worn out (58 percent) or damaged (40 percent).
However, according to the survey, almost a third (32 percent) of parents are also buying new clothes this season because their children’s style tastes have changed.
Four-fifths (80 percent) of parents surveyed believe children’s clothes are more expensive than last year.
But parents aren’t the only ones paying for kids’ clothes this winter, as the research also shows 16 per cent of grandparents will contribute to the bill.
To stretch their money even further, two fifths (40 per cent) of parents are buying clothes one size larger and 44 per cent are giving away outgrown items. The survey found that people’s top priorities when purchasing children’s clothing are quality (74%) and comfort (65%).
Consumer insight psychologist Shakaila Forbes-Bell said: “Parents’ clothing decisions are influenced by both practical needs and subtle psychological cues.
“For example, parents respond to signals about social belonging and their child’s identity—what their peers wear, what children perceive as ‘cool,’ and how clothing promotes self-confidence in different settings.
“As children develop and become more in tune with their identities, their desires and interests are constantly changing.
“Yesterday’s favorite color may be hated tomorrow. Understanding these underlying motivations and fluctuations can help parents make choices that balance satisfaction, longevity, and cost rather than buying reactively or purely out of habit.”
She suggested parents look for patterns in the clothes their kids wear that feel comfortable and confident in, and consider how newly purchased clothes can be mixed and matched with their kids’ existing clothes to avoid overspending.
The survey of 2,000 parents of children aged 17 and under across the UK was conducted by OnePoll in October.
Parents estimate they spend an average of £117 on children’s clothes in winter, £106 in summer, £99 in spring and £98 in autumn.
