Back-to-school shopping commenced earlier this year than in the previous seven years, with more families starting in July. Consumers are motivated by rising prices due to tariffs and inflation, prompting a shift in shopping behavior. Approximately 67% of families began shopping in early July, a significant increase from 55% last year, marking the highest percentage since 2018. While the average spending per student is expected to decrease, total spending is projected to rise slightly, indicating a growing focus on affordability and savings for parents and families.
“Consumers are being mindful of the potential impacts of tariffs and inflation on back-to-school items, and have turned to early shopping, discount stores and summer sales for savings on school essentials.”
“Some 67% of families got an early start this year, compared to 55% last year. That's the highest number of early back-to-school shoppers since the NRF began tracking the category in 2018.”
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