As students in New York City prepare to head back to school, parents are facing a staggering financial burden to meet their children’s luxury demands. Recent data reveals that NYC families are spending approximately $1,348 per child for back-to-school items, significantly higher than the national average of $774. This trend reflects a growing influence of luxury brands among younger generations, particularly those in Generation Alpha and Generation Z.
Nurka Lucevic, a mother of four from Queens, has spent around $2,500 on clothing, designer bags, and accessories for her children aged 2 to 12. She describes the expense as comparable to a “mortgage payment.” Lucevic notes that her older children, aged 8 and 12, frequently request high-end items that they see advertised on platforms like TikTok and YouTube. “Literally, every day they’re like, ‘We want these sneakers, we want this,’” she shared, highlighting the pressure parents feel to keep up with their children’s desires for expensive items.
The phenomenon of luxury back-to-school shopping is not isolated to New York. A study conducted by Nationwide, a UK retail banking service, found that 36% of parents attribute the increased demand for expensive items to viral social media posts showcasing extravagant “haul” videos. These videos feature influencers displaying their latest purchases, which often include costly sneakers from brands like Chanel and Louis Vuitton, as well as trendy leggings from Lululemon.
According to the Nationwide report, 56% of parents feel pressured to spend beyond their means to satisfy their children’s expectations. The survey indicated that parents are particularly targeted by requests for stylish clothing (43%), high-end backpacks (34%), premium water bottles (27%), and designer handbags (23%). In addition to clothing, children are also clamoring for new laptops, trendy accessories, and upscale makeup.
Despite the mounting pressure, financial expert Sue Hayward from Nationwide suggests that parents do not have to compromise their budgets to meet these demands. She recommends shopping at second-hand vendors and looking for deals on basic items like polo tops and stationery. “Cash-strapped parents can save by stocking up on basics and considering ‘nearly new’ clothing from platforms like Vinted and eBay,” she advised. Additionally, she encourages parents to seek out gently used items through local school groups or community platforms to help ease the financial strain.
The increasing trend of luxury spending indicates a significant shift in consumer behavior among families, driven largely by social media influences. As back-to-school shopping becomes more expensive, parents will need to find creative solutions to balance their children’s desires with financial realities.