DeloitteInsightsJ68TLT9I2025 DeloitteBack-to-SchoolSurveySharpening pencils and budgets
AuthorsNatalieMartiniLupine SkellyVicechair, US retail andRetail researchleaderconsumerproductssectorleaderRetai, wholesale, anddistribution,Deloitte&ToucheLLPConsumer Industry Centernmartini@deloitte.comDeloitteServicesLPIskelly@deloitte.comBrianMcCarthyKusumManojPrincipalRaimalaniRetail, wholesale, and distribution,Senior analystRetail, wholesale, and distribution,DeloitteConsultingLLPConsumer IndustryCenterbrimccarthy @deloitte.comDelbitteSupport ServicesIndiaPvt.Ltd.StephenRogerskraimalani@deloitte.comExecutivedirectorConsumerIndustryCenterDeloitteServicesLPstephenrogers@deloite.comSchodSurvey
Table of26AuthorsCheatsheetcontents7FxerutivesummarySurveyfindings5Executiveperspectives
In our 18h annual Back-to-School (EBTS) Survey, famileExecutivevithsummaryrewards,associal media in theiries for retailers as welledthey'dbe willingtoe-seeking enviranment meannd the holiday season? Time willBTStotestuployaltyonfirm they are reachingvoungers through the proper techchannesdelivery
ExecutiveperspectivesSharpening pencils and budgets,ValueseekersgetsavvyGenerationZrewiresshoppingnormsFamilies are taking a cautious approach to theWith economic concernson theirmind,Younger generations tech-frstshoppingBTS season as economic expectations andparents are honing their value-seekingslillapproachesarecontributingtonewhousehold financial postions dipto thelowestto keep budgets in check-nearly half plan toexpectations around engagement. Nearlylevelin the past five years.Theyre pullingbackspend the most at mass merchant retailershal ofmllenal and 75%of GenZ parentsin all categories except clothing and(46%, versus 40%6 in 2024) Theyre alsosurveyed are expecting to use social mediaaccessoriesandplantospend anaverage ofplanningtojumponmid-julypromotions,intheirBTSshoppingjourney,$570perchild,similar to lastyear.(46%) spread out expenses over a longerperio of time 61%ofspendingwlcurbythe end ofJuly,versus 6%in2024), andswitch brandsif theirpreferred brandis todexpensive(75%, versus 67%in 2024)
Cheat sheetbending trendsShoppingjourneyConsumer preferences.d plan to spend $570 perchild on BTSIn2025,61%ofplannedspendingisexpected tooculbasarevalue-seing,with796Vesus67Vwinitemsthis seasor(flatvory.The cautioussperby theendofjuiy,downfom65%in2024.s62%6 in2024)willshopat more1s dipto the lovest levelin the past five yearsSleretailersoverprelerred onesPrivate label rem ains a top way to save money, withParents plan to shop across five retail formats onCashbackwebsitesvillbeused by20%of sunveyederaredown(-12%YoY).ersus.77% in2024)and onlineparents.Versuis 65%in2024)are topdestinationsnsum ers (71%) are willing to wait longer fordelivery if it's freeor more affordablebudgetin-store withh an averagespendof$601.ems(versus 74% in2024)butneyandtypicallyspend1.8xngmore comfortableusing Al526say theirchiltren ot en inluence themto(40%)and33%plan touseitforpend more(sameYoYTsshopping,with Genzembracing it at an even highesplurgeonafirst-dayof-schooloutfit,
Spendingtrends
Families look t...
