Who's winning back-to-school this year? - Retail Gazette (2024)

With September around the corner, now is an important time for parents across the nation, back-to-school season.

This is a key period in the retail calendar and with the cost-of-living still hitting families hard, retailers are vying to win shoppers over with affordable, accessible school essentials.

GlobalData lead retail analyst Zoe Mills explains: “The 2024 back to school retail winners will be determined by their ability to appeal to a price-conscious shoppers. Consumers are cutting back where possible, seeking low-cost alternatives to ensure they can provide all the items required.

“It will be a battle on price once again this year. Price locks have proved enticing before, and retaining this message will be a way to ensure destination appeal.

In 2023, the proportion of consumers who actively cut back on back-to-school spending to save money rose by 5 percentage points to 73%. Despite inflation slowing in 2024, GlobalData expects this trend of reduced spending to continue.

However, Mills says: “Price cannot come at the expense of quality, particularly in uniform. Parents understand the stresses placed on uniforms, and replacing uniforms frequently at a low price can cost more than spending a little more initially on pieces that last. Retailers must get the balance right here”.

There are significant regional differences as to where shoppers pick up their back to school goods.

Who are the winners?

M&S

M&S has been a dominant player in the schoolwear market for years, and is known for its commitment to quality and value

In June, the retailer froze the prices of its school uniforms for the fourth consecutive year and offered families a 20% discount in July.

To further support customers, M&S is also offering an extended 100-day returns policy on its school uniforms, which are designed to be durable and pass the "hand-me-down" quality test.

Across its range, the business has incorporated design features that grow with children, such as growth proof hems and adjustable waistbands, while its 2024 range features parent-friendly innovations including permanent pleats in skirts and “easy to iron” shirts.

The retailer is also taking customer service to the next level, with dedicated school uniform advisers in over 120 of its stores for back-to-school season to offer shoppers advice under a £1m investment.

In another move to help cash-strapped shoppers, last year M&S piloted a partnership with eBay and Oxfam to sell second-hand school uniforms.

The business introduced dedicated “Shwopping” boxes in 200 sites for customers to donate any item of school clothing, including those with school badges and from any retailer.

Kantar fashion client manager Scarlet McNicol says M&S' move into second-hand school uniform is in the right direction as over the last year, 1 in 10 schoolwear shoppers have bought second-hand schoolwear.

As the retailer looks to appeal to consumers with price, durability and sustainability, Mills says: "Marks & Spencer’s clear messaging and reputation for quality should ensure it is a winner this year."

Asda

Mills says that Asda has been the leader for uniform shopping in the grocery sector and is customers rate it top for price, which should ensure it resonates with squeezed shoppers right now.

The supermarket had its strongest ever start to the back to school season, despite reports that an IT upgrade had led to issues fulfilling orders. The grocer confirmed that there are no current issues and that all orders have now been fulfilled.

There are 400 items in the George back to school 2024 collection, and parents can pick up uniform, sportswear, stationery and shoes, with prices starting from £2.

The retailer highlighted its wide range of school colours, including blue, burgundy, and red school uniforms, and also flagged that its products feature 'stay white' technology to reduce parents' laundry load.

It has also launched an 'Easy On, Easy Wear' collection that has been designed to "help kids with independent dressing". The range includes adaptive pieces for specific or sensory-sensitive needs and uses soft threads, elasticated waistbands and non-bulky seams.

Asda got off to a strong start to the back-to-school season with sales increasing 88% in the two weeks to 15 June, driven by its first-ever four-day "early bird" promotion, which offered 20% off George schoolwear items.

The supermarket has also invested more than £350,000 in additional hours and training for 150 store colleagues to help families choose the right products and sizes for their children.

Tesco

Among the big four grocers, GlobalData anticipates Tesco will have a successful back-to-school period and predicts it will be "stealing shoppers from Asda".

Earlier this year, the retailer kicked off its school uniform deal, offering parents with a Clubcard 25% off. Its range includes adjustable waists, stain-repellent fabrics and colour that lasts - ensuring items last more than one school term.

GlobalData reports that last year, the supermarket giant retained the top spot among the grocers for range, quality and display for back-to-school products.

Mills says Tesco will be "hot on its heels" of Tesco, and predicts it will make "notable purchaser share gains in 2023, posing a significant threat to the value grocer".

She adds that Tesco’s one-year guarantee on uniforms, which allows parents to take their clothes in store to be replaced for free, "increased consumer confidence in its quality" – the top purchase driver for uniforms.

John Lewis

John Lewis has been a schoolwear staple for some time now, offering a range of made to last products featuring adjustable waists, longer lengths and its Easy Care and stain resistant items.

It picked up the ‘Best For Durability’ award from MadeforMums in 2023.

Last year, the retailer also made its range a third bigger, providing customers with a greater choice. In addition to expanding its value Anyday range for school items, the business also added more affordable shoes, recognising this can be a big expense for parents.

Working in partnership with Start-Rite, John Lewis also rolled out an exclusive collection of affordable ‘Simply by Start-Rite’ school shoes, with prices starting at £36.

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