Consumer Behavior

Shoppers already in back-to-school purchase mode

Photo: Generated by AI. Adobe Stock.

August 12, 2025

Two-thirds of back-to-school shoppers begun purchasing items for the upcoming school year as of early July, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics.

The early start is up from 55% last year and is the highest since NRF started tracking early shopping in 2018, according to a press release. Half, 51%, of back-to-school families are shopping earlier this year compared to last year specifically out of concern that prices will rise due to tariffs.

"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," NRF Vice President of Industry and Consumer Insights Katherine Cullen said in the release. "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."

This NRF research polled 7,581 consumers.