2025DeIoitte

Back-to-SchooISurvey

Sharpeningpencilsandbudgets

Authors

NatalieMartini

Vicechair,USretailand

consumerproductssectorleaderDeloitte&ToucheLLP

nmartini@

BrianMcCarthy

Principal

Retail,wholesale,anddistribution,andconsumerproducts

DeloitteConsultingLLP

brimccarthy@

StephenRogers

Executivedirector

ConsumerIndustryCenterDeloitteServicesLP

stephenrogers@

LupineSkelly

Retailresearchleader

Retail,wholesale,anddistributionConsumerIndustryCenter

DeloitteServicesLP

lskelly@

KusumManojRaimalani

Senioranalyst

Retail,wholesale,anddistributionConsumerIndustryCenter

DeloitteSupportServicesIndiaPvt.Ltd.

kraimalani@

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey2

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey3

TabIeof

contents

2

Authors

4

Executivesummary

5

Executiveperspectives

6

Cheatsheet

7

Surveyfindings

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey4

Executivesummary

Note:AllfiguresareinUS$.

Sources:(1)USChamberofCommerce;(2)Deloitte

calculationsofBTSspendbasedonannualconsumersurveyprojections(n=1,203)andK-12enrollmentfiguresfromtheUSCensusBureau’scurrentpopulationsurvey—school

enrollmentsupplement.

Inour18thannualBack-to-School(BTS)Survey,familiesaresharpeningpencilsandtheirbudgets.They’reapproachingtheirsecond-largestannualspendingevent1withanoteofrestraint,givencurrenteconomicandhouseholdfinancialpositions.Despitetheuncertainty,parentsappearconfidenttheycanreplaceclothingandrefillbackpacksbyleaningonsavvyshoppinghabitsthey’vehonedduringthepastfewyearsofhighprices.Expectedspendingperchild($570)isflatyearoveryear(YoY),asparentsexpecttofocusonjusttheessentials.Retailersthatcanappealtothevalue-seekingconsumerwilllikelybebestpositionedtocapturepartofthe$30.9billion2inpotentialsales(flatYoY)upforgrabs.

Ourrecent

ConsumerSignals

work

indicatesthat4in10consumersareshowingsignsofvalueseeking:makingmorecost-consciouschoices,deal-drivenpurchases,andconveniencesacrifices.Thistrendhasbeenonanupwardtrajectorysincethefallof2024andthebehaviorisshowingupinourBTSfindingsaswell.ParentssurveyedplantofocusBTSpurchasesaroundbigpromotionaleventsinJuly,spreadoutexpensesoveralongerperiodoftime,tradedowntomoreaffordablebrandsandretailers,andevenscalebackonspeedydeliveryformoreaffordableslowshipping.

Asyoungergenerationsnavigatewaystovalue-seek,they’returningtotechnologytofindthebestdealsandcompareprices.Specifically,they’reusingsocialmediaandartificialintelligenceatmuchhigherratesthanolderparents,potentiallyreshapinghowretailerscanenticeyoungercohorts.Forretailersthatcanappealtothetechsavvy,therecouldberealrewards,asrespondentsthatplantousesocialmediaintheirshoppingjourneyspend1.8xcomparedtonon-social-mediashoppers.

Therewillbeotheropportunitiesforretailersaswell.Ninein10shopperssurveyedsaytheirchildhasamust-haveBTSiteminmindand62%saytheyareofteninfluencedbytheirchildtospendmore.Inaddition,overhalfmentionedthey’dbewillingtosplurgeonafirst-day-of-schooloutfitfortheirchild.

So,whatdoesthisvalue-seekingenvironmentmeanfortheyearaheadandtheholidayseason?Timewilltell,butretailersmaybewisetouseBTStotestpromotionsandmessaging,shoreuployaltyprograms,andconfirmtheyarereachingyoungergenerationsthroughthepropertechchannels.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey5

Executive

perspectives

SharpeningpenciIsandbudgets

FamiliesaretakingacautiousapproachtotheBTSseasonaseconomicexpectationsand

householdfinancialpositionsdiptothelowestlevelinthepastfiveyears.They’repullingbackinallcategoriesexceptclothingand

accessoriesandplantospendanaverageof$570perchild,similartolastyear.

VaIueseekersgetsavvy

Witheconomicconcernsontheirmind,

parentsarehoningtheirvalue-seekingskillstokeepbudgetsincheck—nearlyhalfplantospendthemostatmassmerchantretailers(46%,versus40%in2024).They’realso

planningtojumponmid-Julypromotions

(46%),spreadoutexpensesoveralonger

periodoftime(61%ofspendingwilloccurbytheendofJuly,versus66%in2024),and

switchbrandsiftheirpreferredbrandistooexpensive(75%,versus67%in2024).

GenerationZrewiresshoppingnorms

Youngergenerations’tech-firstshoppingapproachesarecontributingtonew

expectationsaroundengagement.Nearlyhalfofmillennialand75%ofGenZparentssurveyedareexpectingtousesocialmediaintheirBTSshoppingjourney.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey6

Cheatsheet

Spendingtrends

Parentssurveyedplantospend$570perchildonBTSitemsthisseason(flatYoY).Thecautiousspending

comesaseconomicexpectationsandfinancial

situationsdiptothelowestlevelinthepastfiveyears.

TheoverallBTSmarketspendholdsrelatively

steadyat$30.9billion(flatYoY).Clothingand

accessoriesisup(+6%),whileschoolsupplies(–3%YoY),techproducts(–8%YoY),andhome,health,andotheraredown(–12%YoY).

Lower-incomeparents(+10%YoY)areexpectingtospendmorebecauseofhigherprices,whilemiddle-income(–7%YoY)andhigher-income(–9%YoY)

parentspullbackspendinggiveneconomicandfinancialconcerns.

90%ofsurveyedparentsplantoenrolltheir

childreninextracurricularactivities(versus86%in2024)andplantospend$532(versus$582in2024)onfeesandequipment.

62%saytheirchildrenofteninfluencethemto

spendmore(sameYoY)and57%canbeenticedtosplurgeonafirst-day-of-schooloutfit.

Shoppingjourney

In2025,61%ofplannedspendingisexpectedtooccurbytheendofJuly,downfrom66%in2024.

46%plantoshopduringtheAmazonPrimeDaysales

forBTSproducts,similarto2024.

Parentsplantoshopacrossfiveretailformatsonaverage,similarto2024.

Massmerchants(83%versus77%in2024)andonlineretailers(68%versus65%in2024)aretopdestinationsforthosesurveyed,asconsumerscontinuetovalue-seek.

32%plantospendmostoftheirbudgetin-storewithanaveragespendof$501,while24%plantospend

mostlyonlinewithanaveragespendof$601.

41%ofBTSshopperssurveyedplantousesocial

mediaintheirshoppingjourneyandtypicallyspend1.8xcomparedtothosewhodonotusesocialmedia.

ConsumersarebecomingmorecomfortableusingAI

thansixmonthsago(40%)and33%plantouseitforBTSshopping,withGenZembracingitatanevenhigherrate(67%).

Consumerpreferences.

Consumersarevalue-seeking,with75%(versus67%in2024)willingtoswitchtomoreaffordablebrands,while65%(versus62%in2024)willshopatmore

affordableretailersoverpreferredones.

Privatelabelremainsatopwaytosavemoney,with51%planningtopurchase(sameas2024).

Cashbackwebsiteswillbeusedby26%ofsurveyedparents.

Consumers(71%)arewillingtowaitlongerfordeliveryifit’sfreeormoreaffordable.

88%don’tfeelguiltyaboutsendingtheirchildrentoschoolwithpre-owneditems(versus74%in2024),butonly33%plantodoso.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey7

Spendingtrends

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FamiIiesIooktokeepBTSbudgetstight

andspendonparwithIastyear

Consumerpriceindex,percentagechange(May2021toMay2025):1

Stationery/stationerysupplies/giftwrap

+30%

Boys,apparel

+14%

Girls,apparel

+4%

Boys,andgirls,footwear

+4%

-11%

Personalcomputersandperipheralequipment

Notes:DeloittecalculationsonBTSspendbasedonannualconsumersurveyprojections(n=1,203).

Sources:(1)Consumerpriceindex,BureauofLaborStatistics;(2)

2025DeloitteBack-to-SchoolSurvey.

ExpectedBTSspendingis7%below2021levels,despitehigherpricesinnearlyallcategories

AverageBTSspendperchild2

–7%absolutechangesince2021

-$16

FlatYoY

$661

$612$597$586$570

20212022202320242025

InflationpeakedinJune2022

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey9

Economicuncertainty

andhousehoIdfinanciaIsituationsareweighingonparents…

52%

ofparentsareanxiousaboutthepotentialforhigherpriceson

BTSitems1

Note:n=1,203.

Questions:(1)Towhatextentdoyouagreeordisagreewiththe

followingstatements?–%agree/stronglyagree;(2)Thinkingaboutyourhousehold’sassets(home,cash,car,etc.)andyourliabilities(creditcardbills,mortgage,etc.),wouldyousayyourhousehold’sfinancialsituationtodayis…?;(3)Inyouropinion,whatisyour

overalloutlookfortheUSeconomyinthenextsixmonthsin2025comparedwithtoday?Wouldyousayitwilllikely…?

Source:2025DeloitteBack-to-SchoolSurvey.

Householdfinancialconditionsandtheeconomicoutlookhavereachedtheirlowestlevelsinfiveyears

Percentageofrespondents

2021●202220232024●2025

83%

78%

76%

75%

78%

28%

54%

54%

51%

41%

Expecttheeconomytoweakeninthenextsixmonths3

Similarorworsehouseholdfinancialsituationthanlastyear2

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey10

…asparentscutbackonotherexpensestomakeroomforBTS

52%

ofparentsplantocutbackonotherareas(eatingout,entertainment,

etc.)tobudgetforBTSshopping,1

sameas2024

Byhouseholdincome:

20242025

64%72%<$50K

57%63%$50K–$99K

39%35%$100K+

Note:*DeloittecalculationsonBTSspendbasedonannualconsumersurveyprojections.

Questions:(1)Towhatextentdoyouagreeordisagreewiththefollowingstatements?-%agree/stronglyagree(n=1,203);(2)Whywillyoulikelyspendless/moreonback-to-schoolitemsthisyear?(n=424spendingmore,173spendingless).

Source:2025DeloitteBack-to-SchoolSurvey.

Withlittlewiggleroomtopullback,lower-incomeparentsexpecttohavetospendmore,whilemiddle-andhigher-incomegroupsplantomakecuts

AverageBTSspendperchild,byhouseholdincome*

20242025

–$65

–9%YoY$721

–$36

$656

–7%YoY

+$43

$552

+10%YoY

$516

$462$419

Topreasonforspendingless/moreYoY2

Lowerincome(<$50K)

68%arespendingmoredueto

higherprices

Middleincome($50K–$99K)

51%haveless

moneytospend

thisyear

Higherincome($100K+)

60%areworriedaboutthe

economy

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey11

BTSestimatedmarketspendIikeIytohoIdsteady

Spendingonclothingandaccessoriesrises,whileparentsplantopullbackacrossallothercategories

ShareoftotalspendonBTS,bycategory

+6%YoY

●2024●2025

$30.9B

$13.4B

–8%YoY

$12.6B

–3%YoY

$7.4B$7.2B

Estimatedmarketspend

$8.6B

$7.9B

flatYoYversus$31.3Bin2024

–12%YoY

$2.7B$2.4B

ClothingandTechproductsaSchoolsuppliesHome,health,

accessoriesandotherb

%shoppingthecategory

90%93%37%29%

97%98%63%63%

Shareofspend

40%43%

27%26%24%23%9%8%

Notes:DeloittecalculationsonBTSspendbasedonannualconsumersurveyprojections(n=1,203)andK-12enrollmentfiguresfromtheUSCensusBureau’scurrentpopulationsurvey—schoolenrollment

supplement;(a)techproductsincludecomputersandhardware,electronicgadgets,anddigitalsubscriptions;(b)otherincludespersonalhygieneitemslikesanitizers,facemasks,andfurnitureforhome(desks,chairs,etc.).

Source:2025DeloitteBack-to-SchoolSurvey.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey12

ConsumersshowtheirvaIue-seekingsavvinesspossibIyattheexpenseofIoyaIty

Shoringuployaltyprogramsandemphasizingvalueformoneycouldenticeprice-consciouscustomers

71%

75%

willshiftbrandsifthepreferredbrandisexpensive,1

versus67%in2024

65%

willshopat

affordableretailersoverpreferredones,1

arewillingtowaitlongerfordeliveryifitmeanslower/noshippingcosts1

Demandforstandard(2+days)shippingisup(76%versus63%in2024)2

versus62%in2024

26%

willbuyBTSitemsusingcashbackwebsites1

51%

willshopforprivatelabelsovernamebrands,1

sameas2024

Questions:(1)Towhatextentdoyouagreeordisagreewiththefollowingstatements?-%agree/stronglyagree(n=1,203);(2)Areyoulikelytouseanyofthefollowingservicesduringtheupcomingback-to-schoolseason?(n=1,038).

Source:2025DeloitteBack-to-SchoolSurvey.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey13

ExtracurricuIaractivitiesremainapriority,butparentssurveyedIooktotrimcosts

Parentsplantospendasizeableamountonextracurricularactivities

90%

parentsplantoenrolltheirchildreninextracurricularactivities,*

Ofthese,70%plantospendonretailitemsforextracurricularactivities(sportsequipment,

artsupplies,etc.),1

versus72%in2024

versus86%in2024

Ahighershareoflower-

incomeparents(81%,versus71%in2024)plantoenrolltheirchildreninthese

activitiesthisyear,even

thoughhalfofthem(47%)sayitstrainstheirbudget.*

$532

averagespendonextracurricularactivitiesperchild2

versus$582in2024,–$50YoY

71%plantospendsameorlessthanlastyear,3

versus59%in2024

Respondentssaythatextracurricularactivitiesareimportantfor…1

87%Achild’smentalhealth

83%Developingskillsthatartificialintelligencecan’tcompetewith

55%Keepingchildrenengagedwhiletheparentsareatwork

Note:*Deloittecalculations(n=1,203).

Questions:(1)Towhatextentdoyouagreeordisagreewiththefollowingstatements?-%agree/stronglyagree(n=1,081);(2)Howmuchdoyouplantospendonextracurricularactivities(e.g.,dance,art,sports,etc.),includingsign-upfeesandequipment,thisacademicyear?(n=1,081);(3)Howwillyourspendingchangeonextracurricularactivities(e.g.,dance,art,sports,etc.),includingthecostforsign-upfeesand

equipment?(n=1,081).

Source:2025DeloitteBack-to-SchoolSurvey.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey14

Parentsareconsideringtradeoffsasthey

contempIatethecostofapackedIunch

42%

ofparentssaytheirchildrenbringlunchfromhomeonmostschooldays1

$164istheaverageamount

respondentsfeelisreasonabletospendfordailylunchpermonth2

Questions:(1)Whatwillyourchild/studentmostoftendoforlunchonaschoolday?(n=1,153);(2)Whatdoyoufeelisareasonable

amountofmoneytospendforachild?s/student?sdailylunch?(dailyamount*22averageschooldaysamonth;n=479);(3)“Relativetolastyear,thepriceswewillpayforlunchonschooldayswilllikelybeé”D%higher/alothigher(n=479);(4)Tomanagehigherlunchpricesondaysmychild/studentwouldnormallybringalunchto

school,wemayneedtotakethefollowingactionsintheyear

ahead:#multi-select(n=229);(5)Whattypeofmealplanning

assistancewouldbemosthelpfultoyouforschoollunches?(n=

479);(6)Towhatextentdoyouagreeordisagreewiththefollowingstatements?-%agree/stronglyagree(n=479).

Source:2025DeloitteBack-to-SchoolSurvey.

Retailersmayhaveanopportunitytoappealtoprice-consciouscustomerslookingforconvenientlunchsolutions

48%

ofparentssaythatpricesforlunchonschooldayswillberelativelyhigherthisyearthanlastyear3

Ofthosewhoexpecthigherprices:4

31%willswitchfromnamebrandstomorestorebrands/privatelabels27%willswitchtoalower-costmainlunchitem

22%willbuylessfreshandmoreshelf-stablefoodthatwon’tspoilquickly

Mealassistanceplansthatrespondentssaywillbemosthelpfultothemforschoollunches5

Weeklymealplanswithkid-friendlyrecipes

NutritionalinformationandguidelinesMobileapptoaidinmealplanningandshopping

ShoppinglistsbasedonmealplansCustomizablemealplansbasedondietarypreferences

Prepackagedmealkits

27%

14%

14%

13%

12%

11%

45%ofparentssay“Whatarewemakingforschoollunch?”isatoppainpointfortheirfamily6

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey15

Shoppingjourney

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey16

PIannedBTSspendingisIessfront-Ioaded

thanIastyear

61%

oftheplannedBTSspendisexpectedtooccurbytheendofJuly,1

versus66%in2024

49%ofparentsareplanningtospreadoutBTSpurchasesovertimetomanagethebudget1

Questions:(1)Outofthetotalyouplantospendonback-to-schoolshopping,howmuchdoyouplantospendduringthefollowing

periods?(n=1,203);(2)DoyouplantoshopforBTSitemsduringAmazon’sPrimeDaysaleseventinJuly2025?(n=1,038).

Source:2025DeloitteBack-to-SchoolSurvey.

Parentsplantojumponmid-Julypromotions

BTSspendbyshoppingperiods1●2024●2025

$158

$158

$137

$147$144

$123

$82

$66

$59

$48

$15

$12

EarlyJulyLateJulyEarlyAugustLateAugust

BeforeJulyJulyAugustSeptember

46%plantoshopforBTS

itemsonAmazonPrimeDayinmid-July,sameas20242

Retailextracredit:ShoppershavebecomeaccustomedtoseekingoutbargainsduringPrimeDayinmid-July,soretailerscanofferdealsaroundthesameperiod.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey17

NearIyhaIfsurveyed

pIantospendthemostatmassmerchants

●2024●2025

Topfiveretailformatswhere

parentsplantospendthemost:120242025

40%46%Massmerchantretailers21%20%Onlineretailers

7%7%Specialtyclothingretailers5%7%Off-priceretailers

7%4%Departmentstores

Topthreereasonsforspendingthemostatthatretailer:

#1Valueformoney(54%)

#2One-stopshopping(39%)

#3Productavailability(31%)

Notes:n=1,203;*includesluxurydepartmentstores,whichwereaddedin2025.

Questions:(1)Atwhichtypeofretailerdoyouanticipatespendingthemostmoneythisback-to-schoolshoppingseason?;(2)Whichtypeofretailer(s)doyouplantovisitforyourback-to-school

shopping?#multi-select.

Source:2025DeloitteBack-to-SchoolSurvey.

Discountformatsdominatetopfivepreferredshoppingdestinations

PreferredretailerformatsforBTSshopping2

Massmerchantretailers

Onlineretailers

Off-priceretailers

Dollarstores

WarehousemembershipclubsSpecialtyclothingretailersDepartmentstores*

Officesupply/technologyretailersResaleorsecond-handretailersSupermarkets

FastfashionapparelretailersHomeelectronicsretailersBookstores

Peer-to-peersellingplatformsOverseasvalueretailers

77%

83%

65%

68%

39%

38%

34%

32%

30%

30%

31%

30%

39%

27%

27%

23%

20%

21%

20%

19%

18%

15%

18%

15%

15%

14%

11%

10%

15%

9%

Retailextracredit:Ifnot

focusedondiscounts,retailerscanemphasizetheirvalue

proposition—suchasuniqueproducts,convenience,andotherbenefits.

5

averageexpectednumberofretailerformatsvisited,2

sameas2024

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey18

OverseasvaIuepIatformsIosingIusteraspricesrise

VeryfewplantoturntotheseretailersforBTSshopping

ofparentshaveshoppedwithoverseasvalueretailersinthepastthreemonths1

35%

plantoshopforBTS

productsattheseretailers2

9%

BUTONLY

39%havenoticed

higherpricesattheseretailerscomparedtosixmonthsago1

38%haveseenfeweradsfortheseretailersonsocialmediainthepastmonth1

19%

plantousetheseretailers’websitestoresearch/discoverBTSproducts1

Note:n=1,203.

Question:(1)Towhatextentdoyouagreeordisagreewiththefollowingstatements?-%agree/stronglyagree;(2)Whichtypeofretailer(s)doyouplantovisitforyourback-to-schoolshopping?#multi-select.

Source:2025DeloitteBack-to-SchoolSurvey.

Copyright?2025DeloitteDevelopmentLLC.Allrightsreserved.2025DeloitteBack-to-SchoolSurvey19

In-storeshoppingisstiIIamaindraw,butparentspIantospendmoreonIine

Parentsaremoreinclinedtopurchaseitemslikefurnitureandclothingin-storeratherthanonline

ChannelpreferenceofparentsforBTS1

100%online

$601

averagespendof mostly onlineshoppers

5%

100%

in-store

14%

Mostly

24%

Mostlyin-store32%

50-50

25%

online

$501

averagespendofmostly

in-storeshoppers

Furniture

ClothingandaccessoriesPersonalhygieneproducts SchoolsuppliesComputersandhardwareElectronicsgadgets