The top factors affecting back-to-school shoppers this year include…
Back-to-school in-store shoppers are on the hunt for deals and promotions this year — and even secondhand items.
The vast majority (70%) of shoppers plan to visit brick-and-mortar store locations to stock up ahead of the school year, according to Sensormatic’s 2025 U.S. Back-to-School Consumer Sentiment Survey. The study also found that interest in “buy online, pickup in store” (46%) has risen from last year (43%) and now outpaces interest in at-home delivery (38%).
The survey also revealed the top factors most likely to affect shoppers as they prepare for the upcoming academic year, with price No. 1 on the list. More than three-quarters (76%) of respondents cite cost among the factors most likely to impact their shopping experiences. Nearly two-thirds (63%) of respondents also share that they plan to spend less than they did last year.
In addition, 34% of respondents say in-store promotions are important to their experiences, and 54% of respondents will seek out discount or secondhand retail locations to help control spending.
Other factors most likely to affect back-to-school shoppers include:
Products and availability Nearly two-thirds (65%) of respondents cite product availability/supply chain disruptions as a top factor in their shopping experiences, and more than half (55%) rank out-of-stocks among the most significant challenges they anticipate this year.
Among shoppers who say they plan to use BOPIS, more than one-third (36%) cite same-day pickup as a top motivator. Apparel (69%), shoes (53%) and school supplies (43%) will again be the categories on which shoppers plan to spend the most.
In-store experiences Bottlenecks and poor service still have the power to sway shoppers amid financial and availability-related concerns, though responses were less uniform. Safe and comfortable store environments (44%), proximity to the store (30%) and checkout speeds (26%) are all likely to significantly affect shoppers’ choices this year.
Large crowds (43%), lack of time to shop (33%) and long lines at points of sale (25%) are top challenges for in-person shoppers. And 49% of respondents noted they prefer to interact with retail associates only when immediate assistance is needed.
In other survey findings, 48% of respondents plan to shop earlier due to concerns about product availability and potential supply chain disruption. August ranked as the most popular (39%) month when shoppers plan to kick-off spending, with July (34%) a close second.
"The margin for error on customer experience is getting narrower as expectations rise and retailers continue to improve their operations,” said Tony D’Onofrio, president of Sensormatic Solutions, which is part of Johnson Controls. “The back-to-school season’s busiest weeks are still ahead, so now is the time to key in on merchandise availability, labor optimization, and safety and security to ensure a memorable customer experience. Retailers that consider their operations holistically — from source to store — will be able to connect the dots across their supply chains for greater success.”
