ICSC: Consumers heading to stores for back-to-school shopping
Shoppers started back-to-school shopping early this year in search of deals to help offset higher costs.
Nearly half (48%) of U.S. adults will make back-to-school purchases this year, according to ICSC's 2025 Back-to-School Consumer Survey. The majority (59%) expect to purchase most of their items in physical stores, up from 54% who said the same in 2024. Only 17% plan to shop fully online.
Discount stores remain the most popular type of retailer for 62% of back-to-school shoppers, followed by Amazon (57%) and dollar/variety stores (42%).
A large majority (79%) of consumers expect to increase spending compared to 2024, with some attributing the increase to higher prices (37%) and stocking up on supplies for the year (34%). Over half (56%) of respondents express concern about being able to afford the supplies they typically purchase due to price increases from tariffs.
Nearly all (91%) back-to-school shoppers say higher prices will impact their purchasing behaviors this season, driving them to buy items on sale (38%), buy from cheaper brands (29%), comparison shop (29%) and reuse supplies from last year (28%).
[READ MORE: NRF: Back-to-school shopping kicked off early this year]
Nine-in-10 back-to-school shoppers say promotions influence their purchases throughout the season, with nearly half (46%) saying they plan their shopping around specific promotional events like Target Circle Week, Amazon Prime Day, Walmart Deals or Labor Day sales. A separate ICSC survey found that nearly all consumers (91%) rely on these promotional events for back-to-school shopping.
More than half (55%) of those surveyed said they started or completed their back-to-school shopping, a seven-percentage point increase compared to 2024. While the largest portion (39%) of back-to-school spending will occur in August, ICSC says that the month will likely see less spending than in previous years as consumers shift their spending to earlier in the season.
“Our 2025 Back-to-School Consumer Survey shows a clear trend: Consumers are prioritizing value and seeking early deals this back-to-school season,” said ICSC president and CEO Tom McGee. “Retailer-driven promotional events have become a vital part of the back-to-school season and have reshaped when and how consumers shop to take advantage of the best sales. American families continue to spend even as they face an uncertain economic outlook, and successful retailers will continue using creative deals and promotions to entice them to spend throughout the year.”
The 2025 ICSC Back-to-School Consumer Survey was conducted online from July 7-9, 2025, with a demographically representative U.S. sample of 1,009 respondents.
