Navigating the Back-to-School Shopping Terrain: Insights for Parents and Retailers

Table of Contents

1. Key Highlights:
2. Introduction
3. Changing Dynamics of Consumer Behavior
4. Early Shopping Trends
5. Shopping Venues and Preferences
6. Key Drivers Behind Purchase Decisions
7. The Influence of Children in Shopping
8. Retail Strategies for Success
9. The Role of Sustainability in Apparel Choices
10. Implications for Retailers Going Forward

Key Highlights:

• Increased Price Sensitivity: A significant 75% of consumers are now willing to switch brands based on price, reflecting heightened price sensitivity during this back-to-school (BTS) season.
• Higher Spending Expectations: Families are expected to spend an average of $858 for BTS essentials, slightly down from previous years, yet overall spending is projected to rise due to more families participating in BTS shopping.
• Influence of Children on Purchases: As children age, their influence on apparel decisions grows considerably, impacting what parents choose to buy for back-to-school.

Introduction

As the summer sun begins to wane, parents around the nation are transitioning from vacation mode to the bustling back-to-school season. This year, however, the stakes feel particularly high, with inflation and rising costs causing consumers to approach their shopping lists with a discerning eye. Retailers find themselves in a unique position, understanding that price sensitivity is at an all-time high among shoppers while also recognizing that families are more informed than ever about product origins and quality. The shifting dynamics of consumer behavior during this critical spending period post-COVID-19 presents both challenges and opportunities.

Changing Dynamics of Consumer Behavior

Recent insights from Romain Fouache, CEO of Akeneo, indicate a fundamental shift in purchasing behavior, particularly concerning children's apparel. Parents are increasingly prioritizing value and transparency over brand loyalty. The Lifestyle Monitor™ report reveals that approximately 75% of consumers are ready to switch brands for the best price, up from 66% the previous year. As the economy tightens, parents are not just looking for bargains but are also informed about the comparative quality and ethical aspects of the products they purchase.

Moreover, the National Retail Federation (NRF) projects that families with students in elementary through high school will spend an average of $858 on school-related expenses in the coming season. This forecast, while reflecting a decrease from $875 in 2024, illustrates an overall increase in spending driven by more families participating in back-to-school shopping despite the financial constraints many face.

Early Shopping Trends

A notable trend from this year's back-to-school season is the early start to shopping. The NRF reported that 67% of families began their back-to-school purchases in July, a significant increase from 55% in 2024. Families are adopting this strategy to spread the cost across multiple paychecks, mitigating the impact of potential price hikes later in the season. The anxiety over tariffs and rising inflation has prompted this shift, highlighting how market conditions play an instrumental role in consumer behavior.

Shopping Venues and Preferences

The landscape of where families choose to shop reflects a blend of traditional and modern purchasing methods. While 96% of families plan to visit physical stores, the online shopping trend cannot be overlooked. A staggering 73% of parents intend to shop online, with significant portions favoring major platforms like Amazon and the e-commerce sites of brick-and-mortar stores. Furthermore, secondhand shopping is gaining traction, with 37% of parents willing to explore thrift stores for their needs.

Mass Merchants on the Front Line

Retail giants such as Walmart, Target, and TJ Maxx are gearing up for the back-to-school rush, offering a variety of products that focus on affordability and sustainability. These retailers are particularly attentive to trends in fabric preferences, with many parents prioritizing natural fibers like cotton. Stores are proving that they can cater to both style and comfort while providing families with affordable options.

Key Drivers Behind Purchase Decisions

When it comes to children's clothing, comfort emerges as the leading factor for parents, with 72% citing it as their top priority, closely followed by quality (70%) and durability (55%). Interestingly, young shoppers have slightly different preferences; 73% of children seek comfort, yet trendiness (57%) takes precedence over traditional values like quality and durability.

Fabric Preference Insights

Cotton continues to dominate as the fabric of choice among families. A vast majority (82%) of students prefer cotton for its comfort. This trend towards natural fibers is seeing retailers respond by offering a wider selection of cotton-based clothing options, reflecting consumer preferences for both comfort and sustainability.

The Influence of Children in Shopping

An analysis of child influence in purchasing decisions reveals a significant correlation with age. According to the 2025 Back-to-School Survey, just 23% of consumers involving kids aged 3-5 influenced purchase decisions. This figure climbs to 54% for those aged 15 and older. The "kidfluence" dynamic illustrates how children's exposure to social networks deeply impacts shopping choices, guiding parents toward brand preferences and product selections.

Retail Strategies for Success

To capitalize on this mouthwatering back-to-school shopping opportunity, retailers need to prepare their in-store personnel adequately. With most purchases being made in physical stores, the ability of sales associates to enhance the shopping experience becomes paramount. Dave Bruno, director of retail industry insights at Aptos, emphasizes that inventory visibility is critical. Empowering staff with access to real-time stock information allows for better customer service, enabling them to assist shoppers effectively.

Enhancing the In-Store Experience

According to Fouache, the most successful stores will offer shopping experiences that surpass online alternatives. The goal is to communicate the value of products effectively across channels: in-person, online, and through social media engagements. Retailers must articulate their product stories clearly, as doing so can foster customer loyalty and translate into increased sales.

The Role of Sustainability in Apparel Choices

As consumers grow more conscientious about the environmental impact of their purchases, sustainability has emerged as a significant consideration. Parents are more than ever focused on not just the price but the value derived from clothing, including the ethical implications surrounding its production. Retailers that prioritize sustainability and transparency in their products are likely to gain favor with consumers who are increasingly discerning in their purchasing decisions.

Implications for Retailers Going Forward

Retailers must navigate this complex landscape, balancing value, convenience, and ethical considerations to successfully capture the back-to-school market. Strategies that emphasize consumer education and a focus on quality will likely influence purchasing decisions, allowing brands that invest in their storytelling and product transparency to thrive in a price-sensitive environment.

FAQ

Q1: What is the average amount families will spend this back-to-school season?
A1: Families are expected to spend an average of $858 on clothes, shoes, school supplies, and electronics for this back-to-school season.

Q2: Why are parents starting their back-to-school shopping earlier this year?
A2: Many parents are beginning their shopping earlier due to concerns over potential price increases due to inflation and tariffs.

Q3: What factors influence parents' decisions when purchasing children's clothing?
A3: Parents prioritize comfort, quality, and durability when selecting children's clothing, with comfort being the leading factor.

Q4: How significant is the influence of children in buying decisions?
A4: The influence of children increases with age, rising from 23% in the 3-5 age range to 54% among teenagers.

Q5: What retail strategies can help stores succeed during back-to-school shopping season?
A5: Retailers should focus on providing an exceptional in-store experience, improve inventory visibility for sales associates, and effectively communicate their product stories across all channels.