Back-to-School Barometers

Three major studies on consumer behavior for this year’s back-to-school shopping season reached similar conclusions: people are seeking such goods earlier than earlier this year, with an eye on finding bargains. The studies are by Deloitte, the National Retail Federation and PwC; here are excerpts from each:

Deloitte: “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,” said Natalie Martini, the firm’s Vice Chair and U.S. Retail & Consumer Products sector leader. “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.”

The NRF: “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,” said NRF VP of Industry and Consumer Insights Katherine Cullen. “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.”

PwC: “Many American families are forging ahead with back-to-school shopping plans despite mounting economic pressure, the firm’s latest consumer survey found. Even as U.S. tariffs are one of the key factors driving up prices on imported goods like electronics and apparel, and recent shipping disruptions from China created some inventory concerns, parents are showing determination to maintain — or even increase their education-related shopping. This spending resilience suggests that retailers who manage inventory effectively and communicate value clearly will likely outperform during this important retail season.”