The annual back-to-school season has always been a significant event for consumers and retailers alike. And in 2025, the landscape of back-to-school shopping is experiencing notable shifts. With economic factors influencing spending habits, consumers are becoming increasingly strategic and budget-conscious in their purchases.
Keep the following 2025 back-to-school shopping statistics in mind as you prepare your business for this season and next year.
Back-to-school spending
1. Total back-to-school spending is expected to reach $128 billion
In 2025, the National Retail Federation forecasts total back-to-school spending at $128 billion—breaking down to $39 billion for households with students in grades K-12 and $89 billion for households with college-aged students. This total spend is actually anticipated to be higher than 2024. In 2024, household spend was $39 billion for K-12 and $87 billion for college, a total of $126 billion.
Deloitte estimates that overall back-to-school spending will be about $30.9 billion, holding steady compared with last year’s $31 billion.
2. Nearly half of consumers will purchase something for school
Approximately 48% of US adults surveyed by ICSC said they will make a back-to-school purchase this year.
3. Households will spend about $570 per child
Some households have multiple children, while others have only one. In a breakdown of total back-to-school spending by child, each household is expected to spend about $570 per school-aged child in 2025, according to Deloitte. This is $16 less than in 2024.
4. Low- to mid-income households will spend more while high-income households will spend less
Looking at breakdowns based on household income, low-income families expect to increase spending, from $419 in 2024 to $462 (up 10% YoY). Middle-income households are expected to decrease their spending by 7%. High-income households, on the other hand, expect to spend about 9% less in 2025 compared to 2024.
5. Households will spend about $586 per child
Some households have multiple children, while others have only one. In a breakdown of total back-to-school spending by child, each household is expected to spend about $570 per school-aged child in 2025, according to Deloitte. This is $16 less than in 2024.
6. Most parents shopping for back-to-school season will pay via credit card
According to a report from Nerdwallet, 63% of parents will pay for back-to-school purchases with a credit card. Meanwhile, 60% plan to use a debit card and 44% plan to use cash on hand for payments. A smaller percentage expects to use buy now, pay later services (23%). Twenty-one percent plan to withdraw money from their savings account, and 2% will use other payment methods.
Related resources:
- What Is BNPL? Small Business Guide to Buy Now, Pay Later
- Ecommerce Payment Processing: Guide for Small Businesses
- How to Accept Credit Card Payments Online for Free
7. 13% of back-to-school shoppers will take on debt
According to the same survey, although credit cards are a top payment method for back-to-school retail, very few (13%) expect to go into debt to pay for their purchases this year. However, 53% say they would go into debt to pay for extracurriculars their children want to join, and 46% would go into debt to pay for items that would help their kids fit in at school.
8. 40% of shoppers saved money in advance of the shopping season
Consumers continue to plan ahead this year. Per the same research, as many as 40% of back-to-school shoppers surveyed said they saved money in advance. Thirty-four percent of shoppers said they would set a firm budget.
9. Over half of consumers plan to shop sales for back-to-school deals
The current state of the economy is creating a more budget-conscious shopper. Just over half of consumers (52%) plan to browse sales to snag good deals. About a third of shoppers (34%) also plan to use coupons for savings, and 31% will only purchase items requested or required by schools.
10. 90% of parents spend on extracurricular activities
Back-to-school budgets aren’t limited to physical products. In fact, 90% of parents expect to spend money on extracurricular activities for their children, according to Deloitte. Total spend on extracurricular activities, including enrollment fees and equipment, is forecast to be about $532 per household.
Key Takeaways:
- Consumers are more budget-conscious and plan to spend more time searching for deals. Brands that want to stand out during the back-to-school season should get creative in how they market and promote products. Focus on savings, promotions, discounts, and pricing.
- Offer flexibility and convenience. Many shoppers are seeking the option with the least amount of friction — especially when it comes to pricing and payment options.
Consumer trends
11. Consumers are shopping earlier than ever
In an NRF survey conducted in early July, 67% of back-to-school shoppers had already started their shopping. This figure is up from 55% in 2024 and is the highest in the survey’s history. More than half (51%) of consumers are shopping early especially due to tariff-related concerns.
12. Most shoppers haven’t finished their BTS purchases
The NRF survey found that the majority of consumers (84%) still have at least half of their BTS shopping to complete. Nearly half (47%) are waiting to secure the best deals, and 24% are planning to spread out their budgets.
13. Families are keeping tight budgets amid economic uncertainty
According to consumers surveyed by Deloitte, the current economic climate is weighing heavily on their BTS purchasing decisions. Over half (52%) of parents are anxious about potentially higher prices for BTS items. With the majority (83%) citing a similar or worse household financial situation than previous years, families are sticking to tight budgets. Fifty-two percent are cutting back on other expenses (such as entertainment and eating out) for some wiggle room in their finances.
14. Value is top of mind for BTS shoppers
Deloitte research found that the majority of shoppers are prioritizing value this year when purchasing BTS items. Three-quarters are willing to switch brands if their preferred brand is too expensive, while 65% will shop at more affordable options over their preferences. Meanwhile, 71% are willing to wait for longer delivery in exchange for lower or no shipping costs. Similar to 2024, over half (51%) are willing to shop private label brands over name brands.
15. Four in five back-to-school shoppers plan around holidays and events
Per the NRF, 82% of shoppers say they plan shopping around holidays like the Fourth of July, retail sales events like Amazon Prime Day, Walmart Deals, and Target Circle Week, and sales tax holidays to take advantage of deals and promos. ICSC found that nine in 10 consumers rely on these promotional holidays for BTS shopping.
In fact, Amazon Prime Day is a top retail holiday for back-to-school shoppers — Deloitte found that 46% planned to shop for BTS items during the event.
See also: Amazon Statistics Sellers Need to Know
16. Even if back-to-school shoppers start early, 39% of shopping still happens in August
Many schools send supply lists for students to share with their parents and help guide their back-to-school shopping. This may or may not align with shopping schedules. In fact, 39% of shoppers have yet to complete their shopping because they are still unsure which items they need, according to NRF
17. 33% of shoppers will use AI in their shopping
Shoppers are increasingly embracing generative AI, with 33% planning to use it for BTS purchases, per Deloitte. Of these shoppers, 66% plan to take advantage of this technology to compare prices and find deals. This is in line with findings from PwC research that one in five shoppers expect to use AI to find online deals.
Per Deloitte, other uses for AI include summarizing reviews (45%) and generating shopping lists (42%), discovering products (36%), getting personalized suggestions (32%), and budgeting (31%). This trend is more pronounced among younger shoppers, with Gen Z parents most likely to use AI.
Key Takeaways:
- Start early. July seems to be the sweet spot to have your back-to-school offerings ready to go. Deals and promotions are a major driver for early shopping. Create your own competitive deals and align promotions with key shopping events like Amazon Prime Day to attract bargain seekers.
- Despite the early start, back-to-school spending still happens in August. Maintain healthy inventory levels and continue promotions through August — maybe even into September — to cater to shoppers who finish their purchases later in the season.
- AI is a stronger force in shopping than previous years. Tap into the opportunity by integrating AI tools, such as chatbots, to enhance the customer experience.
Related resources:
- What Is Inventory Planning? 2024 Guide for Retailers
- AI in Ecommerce: Small Business Guide
- Should You Use AI to Write Product Descriptions in 2024?
- Ultimate Guide to Ecommerce Chatbots
Product categories
18. Online is the top destination for BTS shopping
Consistent with the NRF’s findings for recent years, online is the top destination (55%) for back-to-school shoppers. Department stores come in second (48%), followed by discount stores (47%), clothing stores (41%), electronics stores (24%), office supplies stores (23%), small businesses (16%), thrift/resale stores (9%), catalogs (6%), and drug stores (5%).
19. Nearly half of back-to-school shoppers plan to spend the most at mass merchants
Among Deloitte’s survey respondents, 46% plan to spend the most at mass retailers, followed by online retailers (20%), specialty clothing retailers (7%), off-price retailers (7%), and department stores (4%). This is consistent with last year’s results. Value for money tops the factors influencing these choices, trailed by one-stop shopping and product availability.
20. 47% of parents will do back-to-school shopping based on supply lists
Many schools share supplies lists online or directly with retailers. In 2025, nearly half (47%) of parents plan to use these lists to guide their shopping with retailers, according to Motley Fool Money. Another 19% planned to purchase directly from their child’s school. On the contrary, about 42% of parents do not plan to use these lists.
21. Most back-to-school spending is on electronics, followed by clothing
NRF found that most back-to-school purchases are in the electronics category. For K-12 shoppers, about $13.6 billion goes to electronics—about $296 per household—and $20.7 billion goes to electronics for college shoppers—about $310 per household.
Clothing is another top budget item on the school shopping list. K-12 shoppers expect to spend $11 billion on clothing and accessories in 2025, about $249 per household. College shoppers expect to contribute about the same total spend—$11 billion—or about $166 per household. Shoes are its own line item for K-12 shoppers, amounting to $7.8 billion, or $169 per household.
22. Dorm furnishings will account for $13 billion in spend
When it comes to college back-to-school shopping, the total spend on dorm and apartment furnishings is forecast to hit $12.9 billion — or about $191 per household.
Key Takeaways:
- Consider stocking and promoting generic or store brand options to attract budget-conscious shoppers.
- Parents rely on school supplies lists to guide their shopping. Ensure you have these lists available and prominently display items from these lists to cater to these shoppers. Partnering with schools to provide these lists directly can also drive sales.
- Many parents are looking to omit non-essential items or seek freebies. Consider offering promotions, discounts, or bundled deals to help parents stretch their budgets while still getting necessary supplies.
Related resources:
- Retailer’s Guide to Product Bundling
- 12 Visual Merchandising Strategies to Improve Your Store
Preferences and shopping habits
23. 30% of parents talk to their children about back-to-school budgeting
With budgets a top concern in 2025, parents are becoming more open and transparent with their kids about how much they spend on back-to-school. About 30% have talked or plan to talk to their kids about back-to-school shopping budgets, according to Nerdwallet. As many as 19% of BTS shoppers with kids aged 13 and older even expect their children to help pay for some of it.
24. 33% of shoppers plan to buy pre-owned products when available
In an effort to reduce costs and environmental impact, shoppers are turning to second-hand shopping. About 33% plan to buy pre-owned products in 2025, according to Deloitte.
Parents are becoming less conscious and insecure about purchasing pre-owned products. In fact, the majority (88%) don’t feel guilty about purchasing pre-owned items for their kids, up from 74% in 2024.
Related: What Is Circular Fashion?
25. 41% of parents use social media for BTS shopping
According to Deloitte, parents use social media for price or feature comparison (55%), product or brand discovery (51%), deal discovery (51%), and making purchases (17%). Younger parents are more likely to use social media to complete purchases — three in 10 Gen Z parents will shop on social media sites. Social media users are also likely to spend 1.8x compared to others.
In addition, 32% of parents believe influencer content is more trustworthy than brand content, and 54% say influencers provide quality suggestions for BTS shopping.
Related:
- What Is Social Commerce? Impact, Examples & Trends
- How to Sell on Instagram in 4 Steps + Tips for Success
- How to Sell on TikTok in 7 Simple Steps
26. Shoppers expect to spend more online vs in-store
While much of back-to-school shopping happens online, retail stores are anything but obsolete. According to Deloitte, BTS shoppers expect to spend an average of $601, but in-store average spend isn’t that far behind, at $501.
Key Takeaways:
- Budget is top of mind for parents—and they’re even discussing it with their kids. Cater to this heightened awareness of spending limits by offering budget-friendly options and promotions.
- Multi-channel shopping is prevalent and convenience is crucial, so make sure to have items in easy-to-access locations and provide flexible fulfillment options like free shipping.
Bottom line
The 2025 back-to-school shopping season represents a period of adaptation and resilience among consumers. With a strong focus on budget-conscious spending, early shopping, and sustainability, families are navigating their shopping needs with more scrutiny than before.
Retailers have a unique opportunity to cater to these evolving needs by offering strategic promotions, embracing multichannel shopping experiences, and highlighting eco-friendly options. Understanding these back-to-school shopping stats and trends will help retailers make the most of the back-to-school season.
