Back-to-school spending expected to hit record levels as families start shopping early
WASHINGTON, D.C. — Families are getting an early start on back-to-school shopping, with total spending for K-12 and college students expected to reach record levels this year, according to a new survey released by the National Retail Federation and Prosper Insights & Analytics.
The survey found that 62% of back-to-school shoppers had already begun purchasing items by early July. While that is down slightly from 67% at the same point last year, it remains well above the 55% reported in 2024.
“Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season,” said NRF Chief Economist and Executive Director of Research Mark Mathews. “Shoppers are keeping value front and center as they look for ways to make their dollars go further. Retailers are responding with a strong assortment of products, promotional events and more convenient shopping options, helping families find what they need while saving time and money.”
Many shoppers are delaying purchases to take advantage of discounts or spreading out purchases to manage their budgets. Among those who have not yet purchased at least half of their back-to-school items, 46% said they are waiting for the best deals, while 23% said they are spacing out purchases. Nearly half of shoppers, 47%, said they plan to buy only essential items before school begins and replenish supplies throughout the year.
Seasonal promotions also played a role, with 54% of shoppers saying they took advantage of June sales events, including Prime Day, Walmart Deals and Target Circle Deal Days, to purchase school-related items.
Families with children in elementary through high school expect to spend an average of $863.86, pushing total K-12 back-to-school spending to a record $43.3 billion. The increase is driven by higher planned spending on shoes, school supplies and electronics.
Electronics remain the largest expense for K-12 families, followed by clothing and accessories, shoes and school supplies. About half of shoppers, 50%, said they plan to make purchases online, followed by department stores, discount stores and clothing retailers.
College students and their families are expected to spend a record $103.5 billion, marking the first time college back-to-school spending has surpassed $100 billion. Average spending is projected to reach $1,437.79 per student.
“The rise in college spending is being driven by increased purchasing plans across multiple categories,” Prosper Executive Vice President of Strategy Phil Rist said. “The percentage of consumers planning to purchase electronics has increased significantly this year, while several other categories are also attracting more shoppers than previous years.”
Electronics are expected to account for the largest share of college spending, followed by dorm or apartment furnishings, clothing and accessories, food and personal care items. While online shopping remains the most popular option for college shoppers, only 41% said they plan to shop online this year, the lowest percentage since 2016. Department stores, discount stores and college bookstores also remain popular shopping destinations.
