Deloitte: Back-to-school spending to hit $30.9 billion
Despite ongoing concerns about tariffs, consumer spending on back-to-school shopping is expected to remain roughly steady compared to a year ago.
Deloitte’s 2025 Back-to-School Survey found that back-to-school spending for K-12 students is expected to reach a collective $30.9 billion this year, or approximately $570 per student, which is down $16 from last year despite higher prices in all categories. Lower-income parents plan to spend 10% more year over year, while middle- and higher-income parents plan to spend 7% and 9% less, respectively.
Back-to-school shoppers surveyed plan to increase their year over year spending on clothing and accessories by 6% this year, and over half said they would be willing to splurge on a first-day-of-school outfit for their child. But consumers are pulling back in all other categories. Spending on technology and school supplies, however, is expected to decline by 8% and 3%, respectively. Spending on home, health and "other' is forecast to decline by 12%.
With tariffs looming, value is top of mind for parents. Nearly half (46%) plan to spend the most at mass merchant retailers when shopping for back-to-school items, an increase from 40% last year. They are also planning to jump on mid-July promotions (46%), spread out expenses over a longer period of time (61% of spending will occur by the end of July, versus 66% in 2024), and switch brands if their preferred brand is too expensive (75%, versus 67% in 2024).
For those shopping online, 71% are willing to wait longer for delivery if it means lower or no shipping costs. More than a quarter (26%) of parents surveyed will buy back-to-school items using cashback websites.
Nine-in-10 shoppers surveyed told Deloitte that their child has a must-have back-to-school item in mind, and almost two-thirds (62%) say they are often influenced by their child to spend more.
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In other findings, found that younger parents are planning to defy shopping norms when back-to-school shopping. Over two-thirds (68%) of Gen Z shoppers plan to use social media to look for deals, as well as embrace AI in their shopping journey (67%). While half of surveyed parents plan to buy American made products as much as possible, the sentiment is higher among Gen Z shoppers (62%).
“Parents are laser-focused on preparing their children for the school year, but we expect back-to-school spending to remain flat amid economic headwinds and financial concerns across income groups,” said Natalie Martini, vice chair and U.S. retail & consumer products sector leader at Deloitte. “Consumers are expecting higher prices on back-to-school items this year, so they’re looking for ways to save. Despite these pressures, children’s influence on their parents’ spending remains strong, and extracurriculars remain a priority for most parents, who continue to value their importance to a child’s well-being.”
Deloitte’s back-to-school survey was conducted online using an independent research panel between May 21-30, 2025, and surveyed 1,203 parents with at least one child attending school in grades K-12 this fall.
