The amount of money splashed out by parents as their children get ready to return to school this September has risen, according to new research.
Carried out by insurance company LV=, mums and dads are set to spend an average of £77 per child on items such as uniforms, sportswear, stationery and books as the summer comes to an end.
Collectively, parents are expected to splurge £736 million on their children as they prepare them for going back to school, which is £27 million more than they did in 2010.
Some 56 per cent of surveyed parents also suggested that they feel more pressured to spend money on their children.
Mark Jones, head of protection at LV=, said: "At first glance, spending £77 to send your child back to school may not seem excessive, and preparing children for their return to school is such a small part of the expense of raising a family, but it's easy for these costs to mount up."
Recent research by Santander Mortgages revealed that 37 per cent of parents looking to buy a home are considering moving into the catchment area of a good school, with many willing to pay as much as £12,141 more for a house to make sure this happens.