The evenings are getting shorter, the leaves are starting to take on a golden crackle – and every now and then, a cool breeze arrives that makes you think wistfully about fuzzy jumpers and hot baths.
And if you're a kid, this time of year means something else too: back to school.
After weeks of freedom, they’re facing a return to routines, rules and responsibilities. There are new teachers to meet, possible shifts in friendship dynamics and the prospect of schoolwork that might be harder than last year’s. Whether they’re moving to a new school, new classroom or simply a new year group, the transition comes loaded with uncertainty.
That’s where back-to-school prep comes in. What might look like superficial purchases of sparkly pencil sharpeners, Nike backpacks or spur-of-the-moment haircuts is actually much more than that. Each decision is a child’s way of creating certainty amidst uncertainty.
Talk enough to kids and three needs show up again and again
Kids have little control over many of the things that matter most when school starts. They don’t get to choose their teachers, many can’t guarantee that their friends will still be in their classes, and they don’t know what parts of the curriculum they’re going to struggle with.
What they can do though, is organise.
Kids describe having bedroom clear-outs, picking out bento lunchboxes, printing schedules and meticulously packing backpacks. All of this reflects a desire to create order before stepping into uncertainty.
At a time when even mini-consumers are chasing value, swapping provides an accessible way to refresh collections without spending more. It also extends the lifespan of toys already in circulation, creating a more circular approach to collecting that feels both economical and sustainable.
"“I've been thinking about how to smartly pack my school bag, I only have 8 compartments so I'm thinking one for folders, one for pencils and one for notebooks and one for my glasses case. I'm still planning the other 4 compartments, they're very small but I've got a few weeks left to decide.” - Jordan, 9
If organisation helps kids feel prepared, personalisation helps them feel seen.
Across TikTok, back-to-school content has become increasingly focused on self-expression, notably in Scotland where uniform TikToks highlight subtle tweaks that make standard uniforms feel more unique and aspirational.
The same instinct showed up across Trendspotter back-to-school hauls and prep: they told us about new haircuts, DIY phone cases, Nike lunchboxes and carefully selected schoolbags and shoes.
"I am all set for starting High School. I've got some school stuff from Shein - I've got this bag [Black Longchamp style with tan handles], a calculator, pencil case with coloured pens, a pack of pencils and this Bento lunch box. I've got all my uniform too; I was a bit annoyed as the school says we have to wear the jumper and a plain black skirt. I wanted a cardigan. And for my shoes I've got the black Air Force 1s [Nike]" – Amelia, 11
School represents an environment where children’s freedom of expression is actively constrained. Uniforms dictate what they wear; rules dictate how they behave. A lunchbox, backpack or pair of Air Force 1s becomes a small but meaningful opportunity to put some of themselves back into the equation.
Not everything about back-to-school prep is about getting something new. Kids also told us about items they’re deliberately keeping.
"I need to get some new shoes. I also need some new t-shirts. I'm going to keep my backpack because I like it and I have all my keychains on it" - Zendy, 9
That favourite backpack, or the keychains that were carefully collected and curated last year become anchors during a period of transition. Holding onto familiar items creates a reassuring link between one school year and the next.
So perhaps the real question for brands isn't what kids need for school, but what they're using products to achieve.
If a backpack can help a child feel safe, a lunchbox can help them feel prepared and a haircut can help them feel like the version of themselves they want to be, then how can brands move beyond solving practical needs and help solve emotional ones too?
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