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US Back to School Shopping Market Report 2025

US Back to School Shopping Market Report 2025

US Back to School Retail Industry Analysis

The Back to School Shopping Market has stabilized at record levels, reflecting its importance as an essential seasonal shopping event. Despite economic challenges, total spending in the K-12 segment remains strong, reaching an estimated $39 billion in 2024, nearly 50% higher than 2019 levels.

Back to school shopping remains a significant financial commitment for families, with the average household spending around $870 on back to school purchases, which can include clothing, accessories, and supplies such as pens, pencils, paper, electronics and other items.

US Back to School Shopping – Consumer Insights

Two-thirds of parents think that back to school sales are too expensive. As a result, budget-conscious behaviors such as price comparisons, discount scouting, and a preference for value-driven retailers have become the norm. Convenience also plays a major role, as busy parents increasingly shift their purchases online to streamline the shopping process. Beyond practicality, the emotional significance of back to school shopping remains strong—parents view the season as an opportunity to bond with their children and set them up for academic success. To capture consumer interest in this evolving industry, brands must offer a compelling mix of affordability, convenience, and emotional appeal.

Purchase the full report today to solidify your market strategy, gain exclusive consumer insights, and plan your next move in the competitive back to school shopping industry.

About The Report

This US back to school shopping market report offers valuable insights to help businesses navigate the changing industry. By analyzing spending, pricing, consumer expectations and back to school market trends, brands and retailers can refine their marketing strategies and product offerings. The report also highlights key opportunities for brands to differentiate themselves, whether through competitive pricing, enhanced online shopping experiences, or emotionally resonant campaigns.

Key Topics Analyzed in the Report

Parents’ back to school shopping participation, approaches and behaviors
Impact of the economy and other market drivers on the back to school season
US Back to school purchases for K-12 and retailers shopped
Back to school shopping timeframe
Attitudes toward and influences on back to school shopping

Report Attributes	Details
Published Date	March 2025
Data Range	2019-2024
Measurement Metrics	Revenue in US $
Country Focus	United States of America (US)
Consumer Data	1,000 internet users aged 18+ who are parents of children under 18 in the household, December 2024
Number of Pages	72
Market Segmentation	Clothing and accessories, Shoes, School supplies, Electronics or computer-related equipment

Meet the Expert Behind the Analysis

This report was written by Brittany Steiger. Brittany joined Mintel in October 2021 as a Senior Analyst for Retail & eCommerce. She comes with more than 15 years’ experience in the retail industry, from sales to merchandising to consumer insights. She brings to Mintel a creative, collaborative and curious mindset and a passion for exploring the connections between consumers and brands.

Back to school season has settled into a stable and consistent norm, driven by budget-conscious behaviors and a seamless, multichannel approach.

Brittany Steiger

Principal Analyst – Retail & eCommerce

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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
MARKET DYNAMICS
- Market context
- Market drivers
- Economic pressures continue to pose a challenge for many families
- Parents have a better financial outlook than most
- Graph 1: outlook on finances over the next 12 months, by parental status, 2024
- Graph 2: change in financial situation over the past 12 months, by parental status, 2024
- Cuts to the US Department of Education could be detrimental to students
- Market size and forecast
- Back to school shopping is considered essential
- K-12 spending remains high
- Graph 3: consumers’ planned back to school (K-12) spending, in current dollars, 2019-24
- Planned back to school spending for K-12, in current dollars
- Planned back to school spending for K-12, in inflation-adjusted dollars
- The average household spends close to $900 on back to school purchases
- Graph 4: planned back-to-school (K-12) spending per household, in current dollars, 2019-24
- Market segmentation
- Long-term growth across categories
- Graph 5: consumers’ planned back to school spending, by category, 2019-24
- Planned back to school (K-12) spending, by category
- Electronics consistently makes up the largest share of spending
- Graph 6: distribution of consumers’ planned back to shool spending (K-12), by category, 2019-24
CONSUMER INSIGHTS
- Consumer fast facts
- Back to school shoppers by the numbers
- School enrollment rebounds post-pandemic, but long-term declines loom
- Most parents with school-age children are Millennials
- Graph 7: parents of children under 18, by generation, 2024
- American families are growing more diverse
- Graph 8: % of households with related children under 18 in the household, by race and Hispanic origin, 2022
- Parents are juggling work and family obligations…
- Graph 9: parents’ employment status, by gender, 2024
- …and are working toward financial stability
- Graph 10: parents’ household financial situation, 2024
- Graph 11: parents’ household income, 2024
- Back to school shopping participation and approaches
- Nearly 80% of K-12 parents shop during back to school season
- Graph 12: parents’ back to school shopping participation, by grade level of child, 2024-25 school year, 2024
- Parents prioritize a fresh start with all-new back to school gear
- Graph 13: back to school shopping approach, 2024-25 school year, 2024
- Dads are taking a more active role in back to school shopping
- Graph 14: back to school shopping participation and approach, by gender of parent, 2024
- Lower-income families make more trade-offs to reduce spending
- Graph 15: back to school shopping approach, by household income, 2024-25 school year, 2024
- Circular shopping trends have potential to shift back to school shopping habits
- Shopping timeframes
- Shopping timeframes have stabilized to a proactive norm
- Graph 16: back to school shopping timeframes, 2022-24
- Graph 17: back to school shopping timeframes, 2024-25 school year, 2024
- Most parents make multiple trips throughout the back to school season
- Graph 18: attitudes toward back to school shopping timeframes, 2024
- Balancing the back to school calendar
- Summer sales events kickstart the back to school season
- Dads lean on summer sales events; moms are more likely to wait for school lists
- Graph 19: select attitudes toward back to school shopping timeframes, by gender of parent, 2024
- Back to school purchases
- Parents have a lot to buy for the school year
- Graph 20: back to school purchases/planned purchases, 2024
- Kids express their identity through colorful and personalized accessories
- K-12 electronics purchases reflect modernization of school classrooms
- Graph 21: K-12 electronics purchases, 2024
- School purchases get more sophisticated among older age groups
- Graph 22: items purchased by age of children, 2024
- JanSport’s “Always With You” Campaign provides meaningful support for teens
- Retailers shopped
- Walmart has a commanding lead on the back to school season
- Graph 23: “Where did you shop for back to school items for K-12 for the current 2024-2025 school year? Please select all that apply,” 2024
- Consumers branch out to more retailers, but try to limit to a select few
- Graph 24: repertoire of retailers shopped, by household income, 2024
- Mass retailers drive trip consolidation
- Graph 25: retailers shopped, by number of retailers shopped, 2024
- Low-cost retailers offer necessary savings for those who need them most
- Graph 26: select retailers shopped, by household income, 2024
- Shopping methods
- Growth in ecommerce fuels an omnichannel future
- Graph 27: US, back to school shopping method, 2024-25 school year, 2024
- Graph 28: back to school shopping methods, 2020-24
- mCommerce is the growth engine behind ecommerce gains
- Graph 29: devices used for online back to school shopping, 2021-24
- Graph 30: devices used for online, 2024-25 school year, 2024
- Parents crave the convenience of online and mobile shopping
- AI will further streamline the digital experience, but physical stores remain important to family bonding
- Shopping behaviors
- Budget-conscious behaviors persist
- Graph 31: budget-conscious shopping behaviors/planned shopping behaviors, 2024
- How parents are approaching value
- Shopping lists bring ease to back to school shopping
- Graph 32: shopping list behaviors/planned behaviors, 2024
- Younger parents embrace new methods of shopping and finding value
- Graph 33: select planned shopping behaviors, 2025-26 school year, 2024
- Shopping influences
- Today’s parents are heavily influenced by media
- Graph 34: back to school shopping influences, 2024
- Media influence is rising among digitally native parents
- Graph 35: year-over-year comparison of back to school shopping influences, 2022-24
- Younger parents seek information from media sources and their communities
- Graph 36: back to school shopping influences, by generation, 2024
- Brands can leverage digital resources to help dads build routines
- Graph 37: back to school influences, by gender of parent, 2024
- Attitudes toward back to school shopping
- Back to school stress remains at high levels
- Parents are still feeling financial pressures
- Graph 38: attitudes toward back to school expenses, 2024
- Balancing the need for convenience
- Graph 39: attitudes toward convenience, by generation, 2024
- Parents are emotionally engaged in the shopping experience
- Graph 40: attitudes toward back to school shopping – emotional value, 2024
INNOVATION AND MARKETING STRATEGIES
- Instacart built meaningful emotional connections with parents through value
- Instacart helps parents make time for life’s important moments
- Kids Foot Locker steps up the in-store shopping experience
- Kids Foot Locker’s “Field Day” event puts the fun back into school shopping
- Walmart and Gap Kids help kids express their authentic selves
APPENDIX
- Market definition
- Consumer research questions
- Consumer research questions (cont’d)
- Consumer research methodology
- Generations
- Abbreviations and terms
- Appendix – the market
- K-12 spending comprises about a third of total seasonal spending
- Graph 41: consumers’ planned back to school (K-12) and back to college spending, 2019-24
- Fewer children in the market as birth rates decline
- Graph 42: births and fertility rates, 2010-22
- Appendix – the consumer
- Attitudes toward back to school shopping
- Graph 43: attitudes toward back to school shopping, 2024

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