London, 26 August 2025 — Backpacks, gadgets and last-minute deals? The UK back-to-school market is booming: set to reach $11.9 billion this year, with parents spending an average of £329 per child and online orders up 10%, according to new data from gifting marketplace Flowwow and affiliate platform Admitad. Digitally-savvy shoppers are increasingly turning to social commerce, influencer-led recommendations, and AI tools to plan smarter, stress-free purchases. A new generation of UK parents is driving this shift: while 80% are millennials, Gen Z parents, mostly in their late 20s, are reshaping back-to-school shopping habits and priorities.
In 2025, around 8 million UK parents are actively preparing their children for school, with clear generational differences in shopping behaviour. Three-quarters of Gen Z parents plan to shop through social media, compared with 46% of millennials. Parents who use social media spend 1.8 times more, highlighting the growing influence of digital platforms on purchasing activity. Trust in content also varies: only 32% of parents overall trust branded content, compared with 59% among Gen Z, particularly when it comes to influencer recommendations. In addition, 62% of Gen Z parents prefer to buy local products, versus 48% across the broader parent population.
Technology continues to play a pivotal role. Around 67% of Gen Z parents plan to use generative AI for shopping, almost double the proportion of millennials (34%) and Generation X (29%). Overall, only 33% of parents are ready to use AI, and trust in the technology stands at 22%.
Generational differences extend to timing and strategy. Nearly half of younger parents (46%) begin shopping early during July promotions to take advantage of discounts, while most families (43%) 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% of parents feel pressure during this period, creating opportunities for retailers offering convenient, comprehensive solutions. Cost is a key factor, cited by 75% of parents as a source of stress, while older consumers (55+) remain calmer, with 38% reporting little or no stress. Regional differences are evident: parents in London report lower stress, with 55% finding shopping untroublesome, compared with 23% in the North and 26% in the South.
Admitad analytics confirm the rise in online shopping. Analysis of more than 800,000 orders placed in July, August, and early September 2024 and 2025 shows a 10% increase in order volume and a 6% rise in GMV, despite the average order value falling from $54 to $51.
“The 2025 back-to-school season in the UK highlights parents’ strategic approach to shopping. Clothes, shoes and accessories (26%), home goods (18%), electronics (15%), toys and hobbies (11%), and beauty and health (6%) dominate, while online education sales have risen over 110%. The peak week from 26 August to 1 September reflects parents’ focus on timing, convenience and budgeting. Retailers who recognise these patterns and deliver seamless hybrid experiences will build engagement and loyalty.”
E-commerce growth has also driven a surge in the gift segment. Flowwow reports that total gift purchases more than tripled, while the average order value fell around 10% to $84.50, showing a trend towards more accessible, mass-market gifting. Fast-growing categories include flowers (+30%), balloons (+49%), houseplants (+27%) and confectionery (+43%).
“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.”
Looking ahead, the back-to-school season continues to account for a significant share of online shopping, around 4.8% of total activity, exceeding holidays such as Valentine’s Day, Labor Day or Halloween (4.4%). With rising online and mobile shopping, and strong interest in “click-and-collect” solutions, the UK school supplies market demonstrates resilient growth. By 2030, the market is expected to reach $14.63 billion, with a CAGR of 4% between 2025 and 2030. Key trends for the coming years include digitalisation, integration of generative AI, the growing influence of influencers, and further democratisation of the gift segment, enhancing engagement and reducing stress for parents preparing for school.
