Parents and carers reduced their spending on school uniform by 12.5% in the lead-up to the current academic year, opting for promotions and second-hand items. The average spend for school uniform was £54.53 in the four weeks to 6 September, down from £62.29 in the same period last year, according to Worldpanel by Numerator.
This reduction in spending occurred as overall grocery inflation saw an increase, picking up to 2.3% from 2.1%. Fraser McKevitt, head of retail and consumer insight at Worldpanel by Numerator, noted that "value is the watchword for parents this back-to-school season" as families manage household budgets.
A survey by Worldpanel in August indicated that 44% of households prioritised low costs for uniform purchases, even if it meant compromising on quality, while 33% aimed for a balance between price and quality. Grocery sales increased by 2% year-on-year over the period, although shoppers made 18 million fewer supermarket trips compared to July.
Among supermarkets, Ocado remained the fastest-growing grocer with sales up by 13.3%, achieving a market share of 2.2%. Lidl's market share increased to 8.7%. Asda returned to growth for the first time since March 2024, with sales up 0.1%, though its market share dipped to 11.5%. Tesco's market share decreased to 27.8% from 28.1%, while Sainsbury's and Morrisons maintained their shares at 15.2% and 8.4% respectively. Aldi held a 10.6% share.