How much will parents spend on children's clothes this winter

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Parents across the UK are prepared to spend an average of £117 per child winter clothesA new survey indicates.

As the weather gets cooler, 89 percent of parents will buy new coats, 86 percent will invest in new jumpers, and 80 percent will buy replacement wellington boots, according to buy now, pay later provider Clearpay.

Beyond practical needs, nearly a third (32 percent) of parents surveyed said they buy new clothes for their children to keep them on trend.

Clearpay’s own internal sales data indicates growth in sales of children’s wide-leg joggers, teddy coats, ballet pumps and plaid jumpers.

The most popular reason for buying new children’s clothes is because old items have outgrown (80 percent), are worn out (58 percent) or are damaged (40 percent).

However, almost a third (32 percent) of parents are also buying new clothes this season as their children’s style tastes have changed, the survey revealed.

Sixteen percent of grandparents will contribute to the bill for children's winter clothing this year — Sixteen percent of grandparents will contribute to the bill for children’s winter clothing this year ,getty images,

Four-fifths (80 percent) of parents surveyed believe that children’s clothes… more expensive than last year,

But parents aren’t the only ones paying for kids’ apparel this winter, as research also indicates that 16 percent of grandparents will contribute to the bill.

To stretch their money further, two-fifths (40 percent) of parents buy clothes up a size, and 44 percent pass on larger items to others. The survey found that people’s top priorities while buying children’s clothes are quality (74 percent) and comfort (65 percent).

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Consumer insight psychologist Shakila Forbes-Bell said: “Parents’ clothing decisions are influenced by both practical needs and subtle psychological cues.

For example, parents respond to cues about social engagement and their child’s identity – what peers are wearing, what children consider ‘cool’ and how clothing supports confidence in different settings.

“Children’s desires and interests are also constantly changing as they develop and become more attuned to their identity.

“Yesterday’s favorite color may be disliked tomorrow. Understanding these underlying motivations and ups and downs can help parents make choices that balance satisfaction, longevity, and cost, rather than buying reactively or purely out of habit.”

She recommended that parents look for patterns in their children’s outfits and feel comfortable and confident in them, and that they consider how new purchases can be matched with their child’s existing clothes to prevent overspending.

2,000 parents of children aged 17 and under across the UK were surveyed in October by OnePoll.

Parents estimate they spend an average of £117 on children’s clothing in winter, £106 in summer, £99 in spring and £98 in autumn.