August 1, 2022


  • M&S is encouraging parents to make eye tests an essential part of the Back-to-School preparation – with one in two children now requiring glasses
  • For the first time, M&S has featured eyewear in its Back-to-School campaign and is rolling out its optician’s service to stores across the UK

For the first time, M&S has included eyewear in its Back-to-School marketing campaign. This year, the retailer is encouraging parents to make eye-tests an essential part of the school shop as it continues to roll out its optician’s service to more stores across the UK.

As the market leader for Back to School, M&S is utilising the UK’s third busiest shopping event behind Christmas and Easter* to reach millions of parents with an important reminder to book an annual eye test for children. It comes as the latest M&S Family Matters Index found that 54% of Brits are concerned about their family’s health.

The team at M&S Opticians, have highlighted the need for regular eye tests as one in two children now require glasses** due to being diagnosed as short sighted. Children who are short sighted have difficulty reading words in the distance, including text on a whiteboard in a classroom or school assembly.

Alice Duggan, Head of M&S Kids commented: As the UK market leader for the Back-to-School season we’re proud to be shining a light on the importance of annual eye tests for children. With the expansion of M&S Opticians into more stores across the UK, we’re making it even easier for families to pick up everything they need for the new school year by offering a one-stop shop for those all-important Back-to-School essentials.”

Sonal Lad, Professional Services and Training Manager at M&S Opticians commented: “Children are spending more time than ever before in front of screens, whether that be at home or in the classroom. Unlike adults, children might not realise they have a vision problem, so we recommend regular eye tests as children start school to ensure they can read, write and play, without anything holding them back. The six-week break is the perfect time, incorporating as part of the Back-to-School shop makes it easy to remember each year.”

M&S Opticians’ service provides free eyecare to all children under 16 – this includes free eye tests, which can be booked online or in person, plus prescription glasses up to the value of £49. Since 2019, M&S Opticians has carried out nearly 3,000 under16s eye-tests. Currently available in over 30 M&S stores across the UK, M&S Opticians is expanding to a further four stores – Argyle Street Glasgow, Banbury, Braehead and Cheshire Oaks.

Earlier this month, M&S committed to hold prices on its market leading quality schoolwear, protecting the value for customers on the products that matter most.  To help summer holiday budgets go even further, M&S launched ‘Sparks Days Out’ to offer all customers spending over £35 on Clothing & Home – including schoolwear – access to savings of up to 50% at over 2000 UK family attractions and experiences across the UK. Children can also get a free kid’s meal from the new ‘Kids Munch Menu’ options when spending over £5 at M&S Cafes between the 25th July and 12th August, subject to availability.

M&S Schoolwear is available on M&S.com all year round. The full Back to School product range is available on M&S.com and available for next day delivery or free Click & Collect to over 700 M&S locations.

To find your nearest M&S Opticians and book an eyecare appointment, visit https://mandsopticians.com/