There's a certain weekend every year when a very long queue forms outside Clarks. The first time I saw it, I was flummoxed. Was there a new ballet pump, a fabulous boot I needed to know about?
But, on closer inspection, I realised it was a queue of slightly harassed, somewhat resigned parents and their equally resigned children. Yes, it was peak back-to-school uniform shopping time. This year, after a long discussion among the parents in Team GH about the trials and tribulations of shoe shopping in the August heat – do you automatically size up, how can I avoid the annual queue, what style is best? – we decided to go straight to the experts. I spoke to Dawn Porto, Clarks Chief Product Officer, about when to shop and how to avoid the most common mistakes.
When's the best time to shop for children's school shoes?
Well, if you don't want to queue, you'll want to avoid the final two weeks of the school holidays, which is, well, the next two weeks. That makes this weekend (15 - 16 August) the prime time to shop if you're keen to beat the rush.
‘We know from our consumer research that school shoe shopping really ramps up during the final two weeks of the summer holidays, with lots of families understandably leaving it until close to the start of term,’ says Dawn. ‘Parents often want to buy as late as possible because children's feet grow quickly, but it's worth remembering that well-fitted children's shoes should have appropriate growing room built in.’
Dawn also confirmed that all the key new-term shoe styles are already in stock, so you won't miss out if you do want to get ahead.
What are the top tips for shopping school shoes?
If this weekend feels way too early (or too hot) to be doing back-to-school shopping, don't panic. You can still leave it till the week before term starts if you follow Dawn's top tip: book an appointment if you want to shop in-store.
‘That way, you avoid the queues and one of our trained store teams can properly measure your child's feet and help find the right fit and style for them,’ Dawn explains.
‘For children who may find busy stores overwhelming, it's also worth checking whether your local Clarks offers quieter fitting appointments or a calmer shopping environment. I'd always recommend contacting your local store ahead of your visit to see what support is available.
‘And if you'd rather avoid the busy back-to-school period in stores altogether, you can measure at home. Clarks offers an at-home foot gauge with step-by-step guidance.’ Other retailers, such as Next, offer similar online measurement guides, while StartRite has an app that will scan their feet.
Before you shop, it's also always advisable to check the school's uniform guidelines – some schools will specify black shoes only, for example. But, there may be a smart solution for that. ‘We're seeing growing demand for black trainer-style school shoes,’ Dawn says. ‘They can be a really practical option, where school uniform policies allow them.’
What do parents sometimes get wrong when buying children's school shoes?
‘One of the biggest mistakes is focusing on size rather than fit,’ says Dawn. ‘Children's feet don't just grow in length; their width and shape can change too. So, simply buying the next size up doesn't necessarily mean a shoe will fit correctly. I'd always recommend having children's feet properly measured each year and, where possible, getting advice from someone trained in children's footwear fitting.
‘The right school shoe should have appropriate growing room while still holding the foot securely,’ Dawn adds. That means a small, finger's gap between the toe and the edge of the shoe. They also need to be flexible and durable, making leather the best choice (especially if cleaned and polished regularly – a daily wipe down and a monthly polish is ideal).
‘Ultimately, my advice is simple: prioritise fit, think about how and where the shoes will be worn, and choose a pair that has built-in comfort without compromising on quality or durability,’ advises Dawn.
Bestselling Clarks school shoes to shop now
‘Kids don't necessarily need multiple pairs, but some parents opt for an alternative pair to rotate, particularly with very active children,’ Dawn says. And to help if you have a kid that goes through shoes fast, Clarks currently has a bundle offer where families who buy two pairs of kids' shoes get 50% off a third pair, which is also useful if you're shopping for siblings or buying different styles for a range of school activities.
For those who prefer to shop online and avoid the queues, these are the brand's top-sellers for boys and girls. You could always pop in a pair of new-season boots for yourself at the same time...
Clarks School Jonwin Step Youth Black Leather
Clarks School Jonwin Step Youth Black Leather
Clarks School Porto Tap Youth Black Patent
Alison is head of content for the Good Housekeeping Institute, responsible for product reviews across homes, beauty, wellness, family and food & drink. She lives by the William Morris quote that you should “have nothing in your house that you do not know to be useful, or believe to be beautiful.”
Alison has over 15 years' experience as a lifestyle editor and has written features on everything from misophonia to how to dress like Claudia on The Traitors. She has also interviewed everyone from Dame Joanna Lumley to the Kardashians.
In her spare time, you'll find her hanging out with Monty the cocker spaniel and refreshing the Sezane website every five seconds.
