Parents in the UK expect to spend an average of £117 per child on winter clothing this year, as rising prices and evolving style preferences push household budgets higher, according to new data from Clearpay.
Clearpay’s survey found that parents are preparing for significant seasonal purchases: 89 percent expect to buy new coats, 86 percent new jumpers, and 80 percent fresh pairs of wellington boots. While practical needs dominate—outgrowing clothes (80 percent), wear and tear (58 percent) and damage (40 percent)—nearly one-third (32 percent) say they are buying new outfits because their children want to stay “on trend.”
Internal sales figures from Clearpay show rising demand for children’s wide-leg joggers, teddy coats, ballet pumps and plaid jumpers, indicating early winter trends.
Four in five parents believe children’s clothing has become more expensive than last year, and some are seeking financial support: 16 percent of grandparents are contributing to winter wardrobes. To stretch budgets, 40 percent of parents buy one size up, and 44 percent pass on outgrown items.
The findings reveal a blend of economic pressure and behavioural shifts. While inflation and higher apparel prices squeeze household budgets, children’s rapidly changing identities and the social cues they receive from peers are increasingly influencing what parents buy. Consumer psychologist Shakaila Forbes-Bell notes that clothing choices reflect belonging, confidence and emerging self-expression—factors that drive more frequent wardrobe updates.
Experts advise parents to look for patterns in what children consistently wear, prioritise mix-and-match versatility, and focus on quality and comfort—ranked as top considerations—rather than buying reactively. As cost pressures persist, value-conscious strategies and circular behaviours such as handing down clothes may become even more embedded in the children’s apparel market.
