World Book Day: Schools Move Away from Costumes

Schools across London are moving away from traditional dress-up plans for World Book Day, instead encouraging children to wear pyjamas or dress as a word to help ease financial pressure on families.

Typically, children dress as their favorite book characters for the event, held on the first Thursday in March to promote reading for enjoyment. However, in response to the cost-of-living crisis and rising expectations for elaborate costumes, many schools are adopting a more inclusive approach.

St Joseph’s Catholic Primary in Camden, William Davis Primary in Shoreditch, St George the Martyr C of E in Camden, and Pimlico Primary are embracing a vocabulary-themed World Book Day, where students dress as words. Meanwhile, St Mary’s Church of England Primary in Islington is hosting a "Read Their Way" event, allowing students to dress comfortably in tracksuits or pyjamas.

Anthony David, Executive Head of St Mary’s, emphasized the importance of minimizing barriers to reading. “Most of our children come from low or no-income backgrounds. Dressing up is expensive, adds pressure on parents, and can discourage reading. We work to remove these obstacles as much as possible,” he told The Standard.

Similarly, City of London Primary Academy in Islington has chosen a "Bedtime Stories" theme, inviting students to wear pyjamas, dressing gowns, and bring teddies. In a newsletter to parents, the school stated its goal was to keep the day “simple and fun” while easing financial and logistical burdens.

Pimlico Primary’s headteacher, Pavan Chandhoke, noted that the school aimed to celebrate reading without making children feel their efforts were being judged. “There will be no 'best dressed' award this year. Instead, we want to foster a love for words, language, and books. Our staff will celebrate students as ambassadors of vocabulary, making this a memorable and inclusive day,” Chandhoke explained.

A recent survey of 2,000 people found that parents spend an average of nearly £20 per child on World Book Day costumes, with over a fifth (22%) feeling pressured to impress. Around 11% of parents even spend more than £50 per child, according to research by cashback service Rakuten.

Jessica Shaw, Director of PACT Creative Training, acknowledged the challenge for schools, as dressing up can bring joy to children but also adds stress for families. “Schools must strike a balance because costumes can bring excitement, but for many parents and teachers, it’s just another pressure,” she said.

Parenting expert Kirsty Ketley believes the best solution is to remove costumes from World Book Day altogether. “Even if they’re not dressing as book characters, the cost, time, and effort still add up. Costumes don’t necessarily encourage reading. Parents would be better off spending money on books, taking their kids to the library, or using audiobooks to foster a love of reading,” she suggested.

As financial concerns grow, many London schools are choosing to celebrate World Book Day in ways that prioritize reading over costume expectations.