Parents in West Midlands struggle to meet back-to-school costs
A significant percentage sacrifice essentials amid uniform worries
A large number of parents in the West Midlands are facing challenges with back-to-school expenses, particularly with the cost of school uniforms, according to recent research.
The study conducted by Save the Children and the Baby Bank Alliance revealed that half of the parents in the region (49%) are worried about the cost of school uniforms.
In response, over a third (36%) are giving up personal necessities to manage the financial demands of the new term.
Despite the UK Government introducing new rules this September to limit the number of branded items in school uniforms, families across the West Midlands continue to feel the financial pressure, especially those with older children.
The government figures, published before the adoption of new uniform rules, estimated the annual uniform costs to be around £440 for secondary school students and £340 for primary school pupils.
Further research by Opinium for Save the Children highlighted additional concerns: over a third (38%) of West Midlands parents are anxious about the cost of school shoes, while a quarter (24%) are worried about the price of PE kits.
The back-to-school season is prompting many families to make difficult financial choices, with 36% of parents foregoing their own needs, almost 31% cutting household spending, and 30% planning to use savings to meet expenses.
Additionally, one in five parents (21%) are considering working extra hours, and a quarter (25%) aim to distribute the costs of school readiness over several months.
The necessity for school uniforms has also been evident at baby banks, where volunteers report increased demand for shirts, coats, shoes, and school bags.
In 2025, baby banks distributed 84,000 pairs of shoes and 340,000 books among families needing support.
Dan Paskins, Executive Director of UK Impact at Save the Children UK, said: “After the long summer break, parents are hit with fresh costs in August to get their children ready for the start of school. Uniform, shoes and rucksacks can be extremely expensive, especially for larger families, and it can be hard to buy everything that’s needed especially when many parents are fresh from trying to fund days out and activities.
“The UK Government has made a good start by limiting branded items to reduce costs but the cost-of-living crisis is still making life hard for families. Save the Children is trying to help families with cash grants and support for advice for parents. Baby banks are also stepping in with vital support for older children and we would encourage people to get in touch with their local baby bank if they need help.”
Hannah Pentith, Executive Lead of the Baby Bank Alliance, said: “Baby banks provide a vital emergency support in communities, helping families on low incomes with essentials. There is a vast network across the country and they don’t just provide clothes for babies but can help with uniform staples, books and shoes for children too. Late summer is a particularly difficult time for families, and while not all baby banks provide back-to-school items, they are all ready to help."
Save the Children, a founding partner of the Baby Bank Alliance, has a network of 250 baby banks in the UK, many of which provide clean, ready-to-wear uniforms to children in need, helping them blend in with their peers.
These baby banks rely on high-quality non-branded preloved items donated by the community, from shirts and trousers to skirts, ties, jumpers, and PE kits.
Hannah Stoddart, Operations Manager at Little Stars Shrewsbury, said: “Late summer is one of the busiest times of year for us. We're seeing more families reaching out, worried about how they'll afford uniform, shoes and everyday essentials for the new term. We're proud to help children feel prepared for the new school year by providing ready-to-wear uniforms, thanks to generous supporters donating preloved items.
“We also fundraise to replenish our stocks, whether that's buying specific sizes or branded items, or simply making sure every piece we give out is clean and in good condition. No one should have to choose between feeding their family and kitting their children out for school, so we encourage any family in Shropshire struggling with the cost of uniform to get in touch.”
Surveyed at the start of the summer break, parents across the West Midlands had varied feelings about their children returning to school.
While a quarter (24%) are eager for their routine to resume, over a third (35%) foresees financial challenges by summer's end.
Nearly 29% expect to be fatigued and low on energy, with 27% expressing relief over the holidays coming to an end.
Over a quarter of parents (27%) are anxious about the upcoming school year, with only 15% feeling positive about the new term.