George Sandhu, deputy superintendent for Well Pharmacy, says it is crucial children get vaccinated as infections of the new H3N2 strain continue to rise.
His warning comes amid concerns over "an unusually early start" to the flu season with medics fearing the NHS faces one of the worst winters on record.
Data released by the UK Health and Security Agency (UKHSA) has revealed a severe uplift in flu infections - with over a fifth of five to 14-year-olds who have taken a PCR test being diagnosed with flu as it spreads across schools.
Uptake of the flu jab is currently lower than last year with around 14.4million patients getting the vaccine, around four million short of the NHS target from last year.
Mr Sandhu, from Well Pharmacy, said: "Children are often at risk of suffering from the flu and in severe cases this can lead to cases of pneumonia and hospitalisation.
"Parents should ensure they get their child the flu vaccine as soon as possible. It takes two weeks to become fully effective against all strains, meaning your child is as safe as can be."
His plea to parents follows a warning from Dr Helen Steward, RCPCH officer for health improvement who told PA this winter was looking "particularly bad" for flu.
Adding: "Children do die every year from flu, so it is definitely not just a bad cold."
Mr Sandhu believes that the NHS data shows that the high number of infections among newborns to 15 year olds is down to a lack of vaccines.
NHS data shows just over a third of two and three years old have received the vaccine so far.
Rising flu numbers have seen the NHS issue a plea to all those eligible to book their flu vaccine to ensure maximum protection from the silent killer.
Data from the Government has revealed that last year's vaccine was effective at stopping more than 100,000 hospitalisations of those suffering with the flu.
Children are eligible for a free flu vaccine which is administered as a nasal spray for those between the ages of two to 16 years old.
Those between the ages of six months and two years old in a high risk group will receive a traditional flu jab instead.
Flu jabs are free for over 65's, those under 65 in clinical risk groups, care home residents, carers, pregnant women, close contacts of the immunosuppressed, frontline health and social care workers.
Flu jabs can be booked at your local Well Pharmacy to ensure that maximum protection is given ahead of a busy winter and Christmas season.
Speaking about the importance of flu vaccines, Mr Sandhu said: "Flu data already suggest that this is going to be one of the worst flu seasons on record.
"Infection rates are already significantly higher than you might expect for this time of year and a slightly different strain of the flu may be the cause of this.
"This means that as infection rates are driven up, so is the risk of hospitalisation for more children who are not vaccinated.
"It is crucial that your child is vaccinated against the flu to protect from the worst symptoms over the winter.
"Unfortunately we do know that the stats show us that last year more than 7,000 people died of flu.
"I would seriously encourage everyone who is eligible, especially children, to ensure that they are vaccinated.
"It also means that elderly people in the family are also protected as children will not have the most severe symptoms of flu to pass on.
"Flu vaccines are quick and painless, especially the nose spray which is given to children, just a few moments of your time ensures maximum protection for your child from flu this winter."