A variety of school supplies, including backpacks in a variety of colors and patterns, will be on display next year.
Deb Cohn-Orbach | ucg | Universal Image Group | Getty Images
Families have not been spending on schools this year despite rising economic pressures, according to a new PWC consumer survey.
A survey of nearly 2,000 parents at PWC expects nearly three-quarters of shoppers returning to school will spend more than the same amount this year as in 2024. In fact, more than one in three parents expect to spend more than last year.
“A lot of that is a must, and it is the people who know that they have to get these specific supplies for this particular book, or for the school.
The results show value-oriented consumers, while at the same time, “this is only necessary every year,” spending back to school is insulated.
The results come when consumers tackle an uncertain economic environment due to global trade dynamics. Consumers’ trust in May was stronger than expected, but spending that month came back sharply.
While some temporary suspensions of President Donald Trump’s tariffs are considered a positive indicator for consumers, the long-term path for tariff progress remains unknown, especially as some retailers say they will raise prices.
At the shopping destination back to school, Walmart and target They said they were going to hike some prices Best Buy This is one of the retailers who have said they have already raised some prices.
“Many average US consumers feel this cloud is hanging above. When will tariffs collide and what will they do with prices,” Pedersen said.
He said it is important to move forward in value as he has seen consumers transform into more discount retailers over the past few months.
In fact, research shows that buying only discounts and items from the previous year is one of the greatest ways consumers plan their savings during the return season.
According to the PWC, it is the top two categories that schools and clothing are planning to return, and technology and clothing are pulled back, with essentials like books and school supplies being more insulated.
With Back to School Techniques, 25% of parents are expected to spend more than $500, while 42% expect to pay less than $50.
The amount of spending back to school remained relatively constant overall, but parents are changing the way they shop.
Artificial intelligence in particular has an impact on how parents handle the season they return to school. Research shows that one in five shoppers plan to use AI tools to find online transactions.
When it comes to physical retailing, Gen Z is leading the way. The parents of Gen Z surveyed are more likely to shop exclusively in the store than millennials and Gen X parents, suggesting that younger generations may be contributing to brick and mortar resilience, PWC said.
