Hardware Retailing The Industry's Source for Insights and Information
Back-to-school shoppers have already begun purchasing items for the upcoming school year this month, according to an annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics.
Two-thirds (67%) of shoppers began their shopping in early July, up 55% from last year and the highest number since NRF started tracking early back-to-school shopping in 2018. 51% of families shopping are doing so earlier due to concern that tariffs will raise prices on supplies.
“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,” says NRF vice president of industry and consumer insights Katherine Cullen. “As shoppers look for the best deals on clothes, notebooks and other school-related items, retailers are highly focused on affordability and making the shopping experience as seamless as possible.”
Families with students in elementary through high school plan to spend an average of $858.07 on clothing, shoes, school supplies and electronics, down from $874.68 in 2024. Slightly more consumers are spending their dollars on apparel and electronics, increasing expected total spending to $39.4 billion, up from last year’s $38.8 billion.
84% of shoppers still have at least half of their purchases to complete. Out of these, some are waiting for the best deals (47%), do not yet know what items are needed (39%) or are planning to spread out their budgets (24%).
The most popular destinations for back-to-school shopping are online (55%), followed by department stores (48%), discount stores (47%) and clothing stores (41%), similar to recent years.
