The whole family is always wearing expensive branded clothes, especially Sue and the older kids. I think Noel is the one who is better at budgeting and he makes sure the food bill is down, but Sue never seems to be able to tell herself that something is too expensive.
Literally came on here to comment the same. Some of those coats cost £700 a coat. Either they are blowing the budget on material branded goods and cutting the costs elsewhere or they are massively in debt.
Another thought is that the coats have gone in via the company- if their new company is about vlogs and media a lot of items such as coats and toys can be claimed back meaning they don’t have to pay any tax on them. I suspect that Noel makes over the 70K threshold in businesses earnings.
Furthermore if he claims the minimum amounts via a salary they will still be able to claim certain benefits etc. I imagine he pays himself base salary and if and when they need the extra money it comes out in dividends.
Also a note on employees- I imagine a lot of the older kids are on the books- this means that they are able to claim about £660 per person a month tax free. I’ve heard that the older kids also pay rent - so if they receive that money via the business and then pay x amount back to their parents in rent then Noel and Sue are getting that money without having to pay any tax on it.