School is in full swing for most of the country. According to the Pew Research Center, about 70% of U.S. schools start classes before Labor Day. The other 30% begin after the holiday, mostly in New England and the Mid-Atlantic states where tradition and state laws shape school calendars. This long-standing divide over school start dates often sparks debate, but no matter when the first bell rings, families are preparing in similar ways. The 2025 Deloitte Back-to-School Survey of 1,200 parents reveals how spending habits, technology, and children’s influence are shaping this year’s shopping season.
Spending Stays Steady
Parents are spending almost the same amount on school supplies and necessities as they did last year. Deloitte found that:
- $587 per child was the average spend in 2024.
- $570 per child is expected in 2025.
Our 2025 Deloitte Back-to-School Survey: Parents plan to spend more, shop earlier
🎒 Parents expect to spend an average of $597 per student this year
🛍️ 31% of families plan to start shopping earlier than last year
📈 77% of parents are concerned about rising prices impacting… pic.twitter.com/dIwLVVQ6R1— Paul do Forno 🛒 🇺🇸🇨🇦🇵🇹 (@dofornop) July 14, 2025
That’s a small dip, but still a significant investment for households with multiple children. Deloitte also estimates over $30 billion in sales tied to back-to-school shopping this year, proving how vital the season is for retailers.
“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. (RELATED NEWS: Catherine Zeta-Jones and the U.S. Homeownership Divide)
Children Drive Many Purchases
Kids are not just along for the ride. They’re influencing spending decisions in a big way:
- 9 in 10 parents said their child has “must haves” on their list.
- 62% of parents said their child influences them to buy more.
- 57% are willing to spend extra on first-day outfits.
Extracurriculars, fashion, and technology are top priorities. Parents continue to value how these purchases support their children’s well-being and social development.
Shoppers Hunt for Value
Even with inflation easing—Bankrate notes it sits at 2.7%—families remain cautious. Ted Rossman, senior industry analyst at Bankrate, explained:
“While inflation has come down considerably, back-to-school shoppers are still being thoughtful about their buying habits and looking to save money where possible.”
The Deloitte survey backs this up:
- 49% spread shopping across months to chase sales.
- 46% took advantage of Amazon Prime Day.
- 75% of parents are more willing to switch brands if prices rise, compared to 67% in 2024.
This mindset reflects a clear shift. Value, flexibility, and deals drive decisions more than brand loyalty. (MORE NEWS: Phone Scrolling: The Top 10 States and Hidden Costs)
Technology Is Changing the Game
The most striking trend is the role of technology in shopping habits. Younger parents, especially Gen Z, lean heavily on digital tools to save money and personalize their purchases. Deloitte reports:
- 31% of parents use AI tools to compare prices, read reviews, and build shopping lists.
- 67% of Gen Z parents use AI.
- 41% of all parents shop through social media.
- 75% of Gen Z parents shop through social media.
“As younger generations navigate ways to value seek, they’re turning to technology to find the best deals and compare prices,” Deloitte researchers explained. “For retailers that can appeal to the tech-savvy, there could be real rewards, as respondents who plan to use social media in their shopping journey spend 1.8x compared to non-social-media shoppers.”
Brian McCarthy, principal in Deloitte’s Retail Strategy group, noted:
“This year, parents are strategically approaching back-to-school shopping by spreading out purchases, leveraging promotions, and shopping across multiple discount retailers to maximize their budgets. Meanwhile, younger generations are embracing technology and social media at a higher rate as they hone their value-seeking strategies.”
Where Parents Are Spending
Mass merchant retailers are this year’s winners. Deloitte found:
- 46% of parents plan to spend the most at big-box and discount retailers.
- That’s up from 40% in 2024.
Specialty stores and online platforms still play a role, but the convenience and competitive pricing of mass merchants are attracting the bulk of spending.
Parents Still Cautious, Even as Pressure Eases
The share of parents who feel financially strained has dropped, but careful budgeting remains the norm.
- 20% feel financially pressured to overspend, according to Bankrate.
- That’s down from 31% in 2022 and 26% in 2024.
- Bankrate also reports that only 30% of shoppers are rethinking their spending habits this year, compared to 41% in 2022.
These numbers suggest families may be adjusting to inflation. However, Deloitte emphasizes that parents are still strategically stretching budgets, switching brands, and shopping sales to make every dollar count.
The Bigger Picture
The 2025 back-to-school season highlights three major shifts:
- Technology is central. Gen Z parents are leading the way in using AI and social media for shopping.
- Children’s influence is strong. Must-have lists, first-day outfits, and extracurricular needs shape spending.
- Value drives choice. Families spread purchases, hunt sales, and move away from strict brand loyalty.
As Brian McCarthy noted, “Value for the money is the top driver of retailer choice, and parents are increasingly willing to switch brands or retailers to find the best deals.”
Education by the Numbers
According to Census.gov, 54.1 million students and 5.7 million teachers will head back into classrooms this fall. Whether school begins in August or after Labor Day, every household faces the same question: how to prepare, how to save, and how to balance budgets while meeting children’s needs.
Final Word
The 2025 Deloitte survey—now in its 18th year—makes one thing clear: Back-to-school shopping remains a major annual event for American families. While retailers who adapt to current trends stand to gain, parents are also finding new ways to win.
Families are stretching budgets more effectively, using technology to uncover deals, and teaching kids how to prioritize needs versus wants. The result is a shopping season that feels more manageable for many households, even in a challenging economy.
No matter when school starts, one fact is certain: back-to-school is not just big business—it’s also a moment for parents to feel empowered, prepared, and confident about the year ahead.
