Consumer Behavior

Back-to-school spend projected to hit $30.9B

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July 24, 2025

Back-to-school spending, for K-12 students, is projected to remain steady and hit a collective $30.9 billion.

Those are top findings from a Deloitte study, "2025 Deloitte Back-to-School Survey," that also revealed shopped plan to boost spending on clothing but spend less on tech and school supplies, according to a press release.

Mass merchants (83%) and online retailers (68%) are the top retail destinations.

Eight in 10 (83%) surveyed parents said their households are in a similar or worse financial situation than last year, and more than half (54%) expect the economy to weaken in the next six months — the lowest levels in the past five years.

"Parents are laser-focused on preparing their children for the school year, but we expect back-to-school spending to remain flat amid economic headwinds and financial concerns across income groups. Consumers are expecting higher prices on back-to-school items this year, so they're looking for ways to save. Despite these pressures, children's influence on their parents' spending remains strong, and extracurriculars remain a priority for most parents, who continue to value their importance to a child's well-being," Natalie Martini, vice chair and U.S. Retail and Consumer Products sector leader, Deloitte, said in the release.