School shopping basket fills with gadgets: what parents buy and how much they spend

As the new school year approaches, parents are prioritizing technology purchases, with smartphones and laptops topping the list of essential back-to-school items. Demand for these devices surges in August and early September, reflecting their integral role in modern learning, communication, and leisure activities.

Mantas Baltušis, an expert at Telia, notes that parents are increasingly looking for versatile laptops suitable for both academic work and daily use. Key criteria include smooth performance, sufficient power for educational software, and long-term durability. "In the laptop category, we see that buyers are increasingly choosing not the cheapest option, but investing a bit more in longevity," Baltušis stated. Parents often opt for mid-range laptops, typically priced between 600-1000 euros, to ensure reliability throughout their child's schooling, avoiding the need for frequent replacements.

Beyond laptops, smartwatches for children have emerged as a popular alternative to full-fledged smartphones. These devices have evolved beyond simple GPS trackers, offering features like calling, voice messaging, real-time location tracking, SOS functions, and even video calls. Many models operate independently with SIM or eSIM cards. "Parents most often choose children's smartwatches for security and the ability to stay in touch with their child," Baltušis explained. These watches serve as a bridge between basic timepieces and smartphones, providing essential communication functions while mitigating concerns about excessive internet browsing and social media use.

For smartwatches, parents typically spend between 80-150 euros, a price point that offers key safety and communication features without the higher cost of a smartphone. When it comes to smartphones, mid-range devices costing approximately 250-600 euros are the most popular choice, offering a strong balance of price and quality. These phones usually feature good cameras, long battery life, adequate performance for schoolwork and entertainment, and extended software support. Parents prioritize long battery life, smooth operation, sufficient internal storage for apps, and a durable build for their children's phones, ensuring they can last for several years with regular software updates.