The current, mainly synchronised, school term dates are creating a demand and supply imbalance that travel, childcare and recreation providers are taking advantage of through surge pricing; limiting access to those with lower disposable incomes and perpetuating a culture of term-time absenteeism. Having all English children on holiday at the same time also creates a significant burden on working parents and wider societal systems including employers, public services and roads. A coordinated effort between the government, councils and schools is required to change the status quo.