Browse. Save. Blend: 2025 Back-to-School Shopping Trends

For many consumers, the back-to-school (BTS) shopping season marks the second-highest spend event of the year, after the holiday season. In anticipation of BTS, experts at The National Retail Federation and Prosper Insights, Deloitte, and PwC conduct surveys and release their findings and predictions around what has shaped and will influence consumer BTS spending.

While each firm uses different methodology and the dollars and cents will vary, the themes remain consistent. This year, inflation and tariffs are the big issues, whether shoppers are looking to deck out a college dorm or find a coveted sneaker for their middle-schooler. 

Tariffs and Timing

This season, 65% of consumers reported that they had done some of their school-related shopping as early as July, up from 55% last year, marking the highest percentage of July shoppers since the NRF began its survey. While in recent past seasons the early start was due largely to fear of stock-outs or supply chain snags, this year tariffs have taken center stage. Just over half (55%) of survey respondents reported concerns about how tariffs will impact overall shopping.

The US Chamber of Commerce recently reported that in May and June along, tariffs included a $73 million tax increase on school supplies and a $1.9 billion tax on clothes and shoes. While clothing and shoes historically are subject to higher tariffs, the Chamber of Commerce noted, “Those tariffs have gotten even higher this year, exceeding 25% on average compared to 14% a year ago.” And this has resulted in higher prices for many items.

And while shoppers may have started the hunt in July, 84% didn’t finish that month. Some of the top reasons included that they were still seeking the best deals (47%); uncertainty about what was on the school’s supply list (39%), and spreading out purchasing for budget reasons (24%). In addition, 82% of respondents planned to shop during major summer-themed saving events, such as Prime Day and Labor Day sales. Giving the price sensitivity triggered by concern about tariffs, discounters—both online and brick-and-mortar—were pinging on consumers’ radars, according to Katherine Cullen, NRF Vice-President of Industry and Consumer Insights.

Pulling Back?

Deloitte, which released its 18th annual survey this year, notes that “families are sharpening pencils and their budgets.” Expected spending per child was $570, representing flat spending compared to last year, with consumers pulling back in all categories, except for clothing and accessories. Four in 10 consumers, “are showing signs of value seeking: making more cost-conscious choices, deal-driven purchases, and convenience sacrifices,” according to Deloitte.

Although cost conscious, respondents still felt the urge to splurge on their students where they could. Deloitte reported that 62% could be influenced by their child to spend more. But expenses remained at the forefront for 75% of consumers, who said they’d switch to alternative brands if their student’s preferred item cost too much, up from 67% last year.

The NRF survey reported that parents planned to spend an average of $858.07, down from $874.68 last year on clothing, shoes, supplies, and electronics on their student age K-12. Parents of college students expected to spend an average of $1,325.85 this year, down from $1,364.75 last year. Strategies for economizing while kitting out the kids include “cutting back in other areas, using buy now, pay later or buying used or refurbished items to have everything they need for the school year,” noted Phil Rist, Prosper Insights Executive Vice President of Strategy.

In contrast, PwC found that more than one in three parents “anticipate spending more than they did in 2024.” Wrote PwC: “Even as US tariffs are one of the key factors driving up prices on imported goods, and recent shipping disruptions from China created some inventory concerns, parents are showing determination to maintain—or even increase their education-related shopping.”

The Where and the What

When asked about where they planned to shop, consumers cited a healthy mix of digital and in-person locales. Fifty-five percent of NRF survey respondents said they’d shop online and 48% said they would go to a department store for their K-12 student. Highest-budgeted items included electronics ($295.81), clothing and accessories ($249.36), and shoes ($169.13.) For college students, top items were electronics ($309.50), dorm accessories ($191.39) and clothing ($166.07).

Deloitte reported that parents planned to reduce their spending in all categories “except for clothing and accessories.” In terms of where they planned to shop, 32% said they would spend most of their budget in-store with an average spend of $501, while 24% said they would spend most of their budget online with an average spend of $601. Social media also plays a major role in spending decisions this year, with 41% of respondents revealing plans to use social media channels for their back-to-school shopping.

Income held a significant impact on where consumers planned to shop, according to PwC, which reported that 14% of households earning $75,000 or more were “nearly twice as likely to shop exclusively online,” compared to households earning less than $75,000, at 8%. In-store shopping captured more market share (30%) among households earning less than the median compared to 17% for households that earned more than $75,000.

PwC reported that Gen Z parents (those born between 1997 and 2012), despite being classified as digital natives, are more likely to shop exclusively in-store when compared to their Millennial or Gen X counterparts. This, according to PwC, suggests that regardless of budget or household income, Gen Z is “driving a brick-and-mortar renaissance rooted in tactile experience and brand engagement.”