Consumer Behavior

Back-to-school shopping stress on rise for shoppers

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August 4, 2022

Back-to-school stress in on the rise, especially among consumers shopping for young children, with 75% of those with kids younger than 18 at least somewhat worried about paying for items — an increase from 67% in 2021.

That's a prime finding from a Lending Tree survey that revealed 35% of U.S. consumers are already shopping for back-to-school supplies and clothes.

Nearly a third of back-to-school shoppers started earlier and of those who started shopping, and 44% report difficulty obtaining needed supplies due to product shortages, according to a press release on the findings. Yet 13% of shoppers had already completed their list when the survey was fielded in June.

Additional findings include:

• About three in 10 of back-to-school shoppers expect to take on debt. This rises to 32% among those with kids younger than 18, which is roughly in line with last year's survey. Additionally, 31% of shoppers with kids younger than 18 say they can't afford some school supplies this year.
• Hand sanitizer and face masks are dropping from shopping lists. Among shoppers with kids younger than 18, 40% will purchase hand sanitizer (down from 62%) and 26% will buy face masks (down from 56%). Clothing is the No. 1 item on shoppers' lists, even surpassing school supplies, which came in at No. 2.
• Parents' expected back-to-school spending hit the lowest level in this survey's history: $409 on average, compared with $498 last year. Many parents report making changes to keep costs down amid inflation; 26% say they're seeking out more sales, 16% are buying fewer supplies and 11% are purchasing second-hand items.

"Back-to-school shopping is stressful even in the best economic times," Matt Schulz, LendingTree chief credit analyst, said in the release. "With inflation running rampant and supply chain issues lingering, these are definitely not the best of times. Lots of families are going to have to make some real sacrifices and have some uncomfortable conversations this back-to-school shopping season."