Parents are facing significant financial pressure as the cost of school proms can exceed £300 per child, a new survey reveals. This expense is compounded by a growing trend for primary school proms, with nearly one in five (19%) children now attending such events.
Research commissioned by buy now pay later provider Clearpay indicates the average spend across all school ages can reach £313, covering tickets, travel, make-up, clothing, accessories, and hair-styling. A notable disparity exists between genders, with parents typically spending £392 on girls – £157 more than the £235 average for boys.
The financial strain is exacerbated by societal pressures; over two-thirds (68%) of parents agree social media has intensified competitive prom spending. A significant 40% admitted feeling judged if their child’s outfit was not impressive enough. Clearpay’s own sales data also shows annual growth in children’s formalwear, reflecting this trend.
To help cover costs, grandparents contribute in around 19% of cases, aunts and uncles in 14%, and children themselves in about 12%. Primary school proms are particularly prevalent in the East Midlands (26%), London (25%), and the North West of England (23%).
The findings highlight the escalating financial and social demands placed on families as school proms become an increasingly elaborate and widespread tradition.
Many families are also finding ways to manage the cost, with two-fifths (40%) of parents setting a specific budget and sticking to it, more than a fifth (21%) doing hair, make-up or nails at home rather than using a salon, and 14% buying preowned outfits.
Despite the costs, nearly seven in 10 (69%) parents feel that a prom is an important milestone that should be celebrated properly, and more than three-quarters (76%) said seeing their child dressed up was worth every penny.
OnePoll surveyed 2,000 parents across the UK of children aged 18 and under in May for the research.
