Back-to-school season is in full swing. But this year, notebooks and pencils are taking a back seat to designer sneakers and name-brand clothes.
Some students are showing up on the first day of school dressed like they’re heading to New York Fashion Week. Social media is fueling the trend, and it’s pushing many parents to their financial limit.
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TikTok hauls spotlight high-end school outfits
Viral social media videos show first-day outfits, with some showing off clothes they bought during their back-to-school shopping.
These items aren’t cheap. In one video alone, the featured Chanel sneakers retail for about $1,325, an MCM tote is listed for $730 at Neiman Marcus, and even the Purple Brand jeans — discounted at $400 — originally cost nearly $1,000.
Many kids are also wearing Rick Owens sneakers, which range anywhere from $600 to $1,100.
Parents going into debt over school clothes
These posts have sparked conversations online. One person on X asked, “Are we normalizing designer on a regular basis for our kids? I need to know now so I can make sure mine go to school somewhere else.”
But that question might not be as sarcastic as it sounds.
A new study from BadCredit.org found that 66% of parents would go into debt just to help their child feel like they fit in at school.
Consumer finance and debt expert Erica Sandberg told Straight Arrow News it’s a slippery slope.
“Name brands here and there are fine,” Sandberg said. “But not if it’s something that will throw your finances out of whack.”
Pressure builds as kids get older
Sandberg encourages parents to set expectations early.
“If you’ve got young kids, set them up for success straight from the get-go,” she said. “That way, they don’t expect name brands the same way your teenager might.”
She warns that social pressure becomes intense in the later years, and many parents end up overspending to compensate.
Importance of budgeting
Beyond the debt, the emotional toll is real. The same study found that 48% of parents feel guilty when they can’t afford trendy or name-brand clothes for their children.
On average, Sandberg says back-to-school shopping costs about $500 per kid. And that makes it even more important to have a financial plan ahead of time.
“Are you going to use savings? A credit card? Buy now, pay later programs?” she said. “Start to plan. How are you going to make this work, or are you going to reduce that spending?”
Still want your kid to have a touch of luxury?
Sandberg says there are affordable ways to give them that feeling — like a $50 Chanel lipstick. For some teens, this can have the same impact as a $3,500 handbag.
Talk to your kids about money
More importantly, Sandberg stresses transparency.
A separate study also found that 59% of parents don’t talk to their kids about financial limits. That lack of communication can lead to unrealistic expectations — and more financial pressure.
“Just say, ‘Hey, we all have limits. There’s only so much we can afford,’” she explained. “You might not get everything on your list this year. But the holidays are coming up, and we can supplement then. This is what we have — and that’s OK.”
