This phenomenon has made it into HS cheer as well.
I try to keep it simple because let's be honest, school cheer need not be as expensive as a full season of all stars. We have 4 sets of practice wear that doubles as camp wear. We usually do new uniforms every other season. They have 3 bows. We generally do not change warm ups so you only need to re-purchase if yours does not fit or something. They also have a cheer sweatshirt or extra tee shirt that most of them choose to purchase.
But there are programs whose apparel costs rival that of some Worlds teams. A coach friend of mine that I met at a conference recently shared that her athletes purchase:
3 sets sublimated type camp wear.
3 sets of practice wear.
uniform (new every season)
warm up (new every season)
5 practice or game bows
state practice wear (2 sets)
nationals practicewear (2 sets)
special nationals bow
AHS cheer sweatshirt
AHS cheer sweatpants
Homecoming bow
Homecoming cheer tee shirt
Why?
The most interesting part of this discussion is that oddly enough, the parents WANT and approve of all these things.
I have found the same for my program, to some extent. While I have most who are happy I do not require that, I do have a few who ask why I don't "have them get cute bows for camp?"
Because money, Barbara.