Exposure

Exposure

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sun online-14-08-19

SUN ONLINE, AUGUST 14, 2019
COVERAGE FOR DEICHMANN

STEP TOO FAR Parents losing their kids’ shoes is number one cause for rows in Brit households, study finds

FORGET rows about homework, screen time and junk food: the humble shoe causes the most rows in British households, according to new research.

The nationwide study found British parents spend a staggering 10 minutes hunting high and low for their children’s shoes every single day – which is a staggering 61 hours over the course of the year.

Almost one in 10 (eight percent) British mums and dads said locating and putting on their children’s shoes when leaving the house meant they were routinely late for everything, while 18 percent it made them tardy at least twice a week.

It is little wonder then, perhaps, that 65 percent of British parents admit that trying to find lost children’s shoes causes most of the arguments in their household. And it’s not just hunting for shoes that causes friction.

The study also found that British mums and dads are at loggerheads with their kids when it comes to buying new footwear, with one in ten (percent) parents confessing to being livid at having had to fork out on new shoes as their child had lost them at school.

Four in ten (43 percent) parents admit to clashing with their kids over shoes they have scuffed beyond repair, with 22 percent saying that scooter usage routinely ruins their children’s footwear and leads to huge rows.

It isn’t just the kids who feel the heat: our pets also get into trouble, with 6 percent of parents reporting that their children’s footwear has been destroyed by their dog.

And one in five (18 percent) of mums and dads admit to splashing out on expensive trainers that their child doesn’t need because of constant badgering from their little ones to keep up with the latest trends, then feeling guilty for giving in.

61 HOUR SHOE SEARCH

The study, by Deichmann, also found that eight percent of British families had one single shoe knocking around the house, and that the average British kid owns five pairs of shoes.

As a nation, we get through a staggering 60 million pairs of kids shoes every year, with the average pair lasting just four months.

And parents spend £264 a year on shoes for each of their children, and buy each one a whopping 70 pairs over the course of their childhood – the equivalent of 4.4 pairs every year.

Yet the study, of 1500 parents of school aged kids, found that 73 percent of the nation’s mums and dads have never taken their children’s broken shoes to be repaired at a cobbler.

Simon Wilson, Head of Buying and Marketing at Deichmann, said: “As a parent myself I know how many pairs of shoes kids go through and how rewarding, but also expensive it is to have children.

“In the lead up to kids going back to school, we thought it would be interesting to see how many shoes British kids get through and the most common reasons for replacing shoes, which highlighted the amount parents spend over a childhood.”

“Our buy one get one half price offer on all school shoes will hopefully help families out with the costs of growing kids.”

The study found that Leeds is the city where kids own the most shoes, with an average of 6.1 pairs each, with Liverpool coming second (5.9 pairs) and Plymouth third (5.8 pairs).

Children from Cambridge own the fewest number of shoes with just 4.3 pairs each.