2025-09-08
Donations of the “Let’s Help Prepare for School Together” campaign helped more than 200 children begin their school year
The majority of Latvian households surveyed feel a variety of emotions when preparing for the new school year – excitement (35%), joy (27%), and even anxiety (46%) and worry (29%), according to a survey* conducted by AKROPOLE shopping and entertainment centres. These emotions are often accompanied by a significant financial challenge – almost 60% of parents say that the budget needed to prepare one pupil for school is at least EUR 250, far more than families can realistically afford.
More than a third of respondents (38%) will be able to spend up to EUR 100 for school this year, and another 35% up to EUR 250. Only a small minority (12%) plan to spend more than EUR 250. This gap between ability and need is leading many to adapt their habits – 44% of parents plan to keep an eye on discounts and promotions, 29% will use items left over from previous school years, and 11% are considering giving up certain products and brands or replacing them with cheaper alternatives.
When choosing school supplies, price is the main criterion for 42% of households, while for 30%, it is quality. Only around one in six parents (16%) base their primary choice on the preferences of their child.
According to Linda Ezera, Head of the market research centre Norstat Latvija, many parents find this period not only emotionally but also practically challenging: “The survey clearly shows that the start of the school year is not always a time full of positive hopes and goals. For many families, it’s also a period of considerable emotional and financial strain. It is, therefore, particularly important to be understanding, compassionate and supportive of each other at this time and to help those who need it most as much as possible so that children can start school with joy and happiness.”
To care for those families who face financial difficulties on a daily basis, AKROPOLE shopping centres, in cooperation with the charity organisation Ziedot.lv and partners, will organise the charity campaign “Let’s help prepare for school together!” in August for the sixth consecutive year, and will invite people to donate new clothes, shoes, stationery, and other school supplies for children from low-income families.
“This campaign has become a good tradition and an inspiring example of solidarity in recent years. Every donation – both monetary and practical – has helped children to start school with confidence and joy. Last year, public donations helped 317 children, including 150 Ukrainian refugee first-graders, to start school. We look forward to the response of our fellow citizens again this year to help families across Latvia,” says Kaspars Beitiņš, CEO of SIA Akropole Latvija.
This year, the campaign will take place from 4 to 29 August, inviting everyone in Latvia to support families in need with school-age children.
