Early Start for Back-to-School Shoppers
A recent survey by the National Retail Federation (NRF) and Prosper Insights & Analytics has shed light on a significant trend in back-to-school shopping for 2025. An impressive 67% of shoppers had already begun purchasing items for the upcoming school year as of early July. This marks a notable shift toward early preparation, with families taking advantage of major sales events like Prime Day and Walmart Deals to secure supplies at discounted prices.
The NRF survey highlights the importance of this season for both retailers and consumers. Katherine Cullen, NRF Vice President of Industry and Consumer Insights, noted, 'The back-to-school and college season is an important time for retailers and consumers alike.' This early shopping trend suggests that families are becoming more strategic, aiming to spread out expenses and avoid last-minute rushes.
Seeking Value Amid Economic Concerns
Despite the early start, many shoppers are still holding out for better deals. The survey indicates that a significant portion of families have over half of their shopping left to complete. This cautious approach is driven by economic uncertainty and rising prices, with 76% of parents expressing concern about costs impacting their budgets, according to additional retail surveys referenced in recent reports.
Moreover, the Deloitte Back-to-School Survey for 2025 found that parents are spending with restraint, focusing on value and deals. Average spending per student is projected at $597, though some reports suggest a slight dip in total spending compared to previous years. This focus on affordability is also evident in the growing preference for store pickup over home delivery, with 46% of shoppers opting for buy-online-pickup-in-store options to save on shipping costs.
Retailers are adapting to these trends by offering promotions earlier in the season and emphasizing convenience. The shift toward value-driven shopping is further supported by data showing 63% of parents planning to reduce overall spending on back-to-school items this year.
Changing Shopping Habits and Future Outlook
The 2025 back-to-school season also reflects evolving consumer behaviors. Online shopping continues to grow, with platforms like TikTok and retail media opening new opportunities for reaching higher-income shoppers. Families are prioritizing clothing over technology and supplies in some cases, while also shifting toward cheaper private-label brands to manage costs.
Looking ahead, the early shopping trend could reshape how retailers plan their back-to-school campaigns. With two-thirds of consumers starting well before the school year begins, there’s a clear opportunity for businesses to capture market share through timely promotions and enhanced in-store experiences. As economic pressures persist, the balance between affordability and convenience will likely remain a key factor in shaping back-to-school shopping habits in the years to come.