Parents set to spend £1.25bn on back-to-school tech

• Parents will spend an average of £243.60 per child on tech products before September
• 44% of parents have not been provided with any guidance for buying laptops, leaving them adrift in a world of possibilities
• 19% will rely on in-store or specialist help to select the right tech for their kids

Technology products now account for more than half of parents’ back-to-school spending, with parents set to spend £243.60 per child before the start of the next school year – the equivalent of £1.25bn across the UK. 

According to new research from retail marketing consultancy Gekko, parents are prepping to spend a total of £452.40 per child, with 53 per cent of the total back-to-school cost being allocated to tech products like laptops, mobile phones and air tags. 

With three quarters (76%) of schools now expecting pupils to have access to their own laptop or tablet, parents are faced with finding extra cash at a time when the cost of living is squeezing incomes. Nearly a quarter (23%) of parents of school-age children expect to buy a laptop or tablet before September, at an average cost of £511.40. 

A lack of technological know-how is making buying laptops and tablets for their children even more stressful for parents. Only 13 percent of schools have suggested specific products, leaving parents to get to grips with the technical specifications they have set (18%) or completely at sea without any suggestions or specifications at all (44%). 

One in five (18%) say they find it hard to understand variances between different laptops and tablets, while 17 per cent do not know enough about the technical specifications to make good purchasing decisions. To support these decisions, a quarter (27%) would value clearer information on specifications and features of technology, but ultimately one in five (19%) rely on in-store or specialist help to select the right technology for their kids. 

Around one in five (17%) parents will also buy new mobile phone for their child, spending an average of £459.20, which suggests that many will be opting for smart phones rather than something more basic. Seven in 10 (70%) parents agree that balancing what their children need with what they want is challenging, with one in five (21%) concerned about the impact on their child if they choose entry-level options. 

Daniel Todaro, CEO at Gekko, said: “Technology is a relatively new addition to the back-to-school bill, adding an extra challenge for parents both in terms of the cost and the technical specifications. Tech brands and retailers can ease some of the pressure parents are facing by anticipating their needs and ensuring that in-store teams are equipped with great product knowledge so that they can support the parents who will inevitably rely on them for advice.”

FAQs

1: Why are parents expected to spend so much on tech products for back-to-school?

Parents are expected to spend significantly on tech products because many schools now require students to have their own laptops or tablets. This shift has made technology an essential part of the back-to-school list, accounting for more than half of the total back-to-school spending. Additionally, with the cost of living increasing, the financial burden on parents is more pronounced.

2: What kind of guidance is available for parents when buying tech products for their children?

According to the research, a large percentage of parents (44%) have not received any guidance on buying laptops and other tech products. Only 13% of schools have suggested specific products. To support their decisions, some parents (19%) rely on in-store or specialist help. Retailers and tech brands can alleviate this stress by providing clearer information on specifications and features, and ensuring their staff is well-trained to assist parents.

3: How are tech brands and retailers helping parents with their back-to-school tech purchases?

Tech brands and retailers can help parents by anticipating their needs and ensuring their in-store teams are equipped with comprehensive product knowledge. This support is crucial as many parents rely on specialist help to select the right technology for their children. By providing detailed information on specifications and features, and offering personalized assistance, retailers can ease the pressure parents face when making these important purchasing decisions.