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Family shopping drives back-to-school spend, reveals research

August 2, 2018

The families that do back-to-school shopping together spend more than a mom or dad would spend on their own, according to the annual Citi Retail Services survey.

The average spend is $322 per child, stated the study, but the number spikes if the shopping is done as a family event.

"Parents face a dilemma when back-to-school shopping for their kids," said Leslie McNamara, chief business development officer at Citi Retail Services, in a press release on the findings. "On the one hand, they bring their children along and shop more effectively while spending quality time together, yet on the other, they may end up spending more. This is a new finding and one we'll continue to explore as we seek to better understand how consumers balance time spent shopping and value-based decisions."