US Back to School Shopping: K-12 Market Report 2024
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This back to school shopping market report explores shopping done by parents of children in grades K-12 in preparation for the school term. This may include clothing, accessories, and supplies such as pens, pencils, paper, electronics, and other items consumers purchase specifically for school.
Below, we’ve summarized the key topics covered and provided findings from the report.
Parents’ planned back to school spending in the K-12 segment grew 12.5% in 2023 to reach a new high of over $40bn. Overall, spending in the segment has doubled since 2007, with high patterns of growth observed from 2020 onward. The pandemic proved to be a massive disruptor, driving a reliance on technology and shifts in how schools approach the learning environment and the items needed to support classroom learning.
With financial strains impacting back to school spending, parents have doubled down on their pursuit of value. This has amplified the appeal of discounts, sales events, and everyday low prices as key drivers of the season.
In addition to value concerns, parents also cherish meaningful experiences; more than three-quarters regard back to school shopping as an opportunity for familial bonding and a boost to their children’s self-esteem, presenting retailers with a chance to deepen emotional ties.
As financial pressures subside, the spotlight will continue to shine on children, with Generation Alpha exerting its influence and parents rededicating themselves to quality and equipping their kids for a successful school year.
Buy your copy of this report today and refine your back to school shopping market strategy. You may also be interested in viewing our family and parents market research.
Leading retail and eCommerce analyst Brittany Steiger delivers expert industry insights with this in-depth report.
Despite uncertainty, parents continue to prioritize back to school shopping. Price and convenience remain the key drivers, but emotional resonance still matters.
Brittany Steiger
Senior Analyst, US Retail and eCommerce Reports
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