Consumer Behavior

Consumers expect to spend more in back-to-school shopping

Adobe Stock

July 19, 2023

Consumers shopping for back-to-school items will spend 15.7% more this year compared to 2022, according to a JLL survey.

JLL Retail Research polled over 1,000 parents of school-age children at the end of May and the survey revealed that more than half of parents (55.2%) will budget more to accommodate higher prices for the same number of items they bought last year, according to a press release. They plan to budget more but will still look for deals. This increased spending trend shows consumers are resilient despite economic uncertainty.

"After moderating spending plans last year, parents have a different approach this year — spending more per child despite inflation concerns," Naveen Jaggi, president of Retail Advisory Services, JLL, said in the release. "Our survey shows parents are investing in back-to-school essentials, and this is not only supporting their children's educational journey, but also playing a crucial part in driving consumer spending."

According to the survey, about 69.5% will look for sales and deals to save money, although on the converse side, fewer parents said inflation will affect how they normally shop for back-to-school. Young parents are more likely to buy second-hand products to save money, while Millennials will reuse existing products or look for cheaper brands.

Additionally, the survey results found 24.1% prioritized free shipping over cost when determining where to shop online.

While back-to-school shopping begins in July, the most popular month remains August.