M&S has frozen the prices of its school uniform for the fourth year in a row, as it confirms the return of its 20% off school uniform early bird offer this July.

While prices in the range start from £7 for a 3 pack of cotton unisex polo shirts, when the 20% back-to-school offer is applied, prices start from £5.60 for early bird shoppers.

The fashion and food retailer is offering an extended 100-day returns period on its school uniform, which is said to be designed to be “durable and pass the ‘hand-me-down’ quality test”.

Across its range, M&S has incorporated design features that grow with children, such as growth proof hems and adjustable waistbands, while its 2024 range continues to include parent-friendly innovations including permanent pleats in skirts and “easy to iron” shirts.

Additionally, it is introducing dedicated school uniform advisors in over 120 of its clothing & home stores for back-to-school season to offer shoppers advice under a £1m investment.

Subscribe to Retail Gazette for free

 Sign up here to get the latest news straight into your inbox each morning 

The move comes after the business’s latest Family Matters Index found the cost of living remained a concern for three quarters of families, with nearly half of shoppers placing value as their most important priority when shopping.

M&S kidswear director Alexandra Dimitriu said: “As the UK market leaders during the back-to-school season, we’re maintaining the magic of M&S.

“Trusted value, hand-me-down quality and exceptional service sit at the heart of what we offer and this year, we’ve done everything we can to bring this to life for families.”

She continued: “From our hold on prices to investment in school uniform advisors, no matter how, when and where our customers are shopping, we’re making the back-to-school shop as seamless as possible.”

Click here to sign up to Retail Gazette‘s free daily email newsletter