American families are about to kick off another school year, but with less gear and gadgets than they may have had in the past. A shaky economy and increased prices due to tariffs have millions of parents trimming non-essentials, doubling down on deals, and shopping earlier to find them (and even using AI to sort through the noise!).
Spending Spree
Consumers are planning to spend more for the same items they usually buy due to higher prices from tariffs.
76% anticipate higher prices on the things they need
Average Spend Per Child
K-12: $875
College: $1,365
Smarter Shopping
1 in 5 back-to-school shoppers plan to use AI tools to find online deals.
This helps create a growing imperative for retailers to enhance their digital channels and search visibility for AI-powered discovery.
Tariff Tactics
74% of shoppers say they started shopping in June (or earlier!) due to tariff concerns
Where Shoppers Are Cutting Back
Although many consumers are cutting back on tech and apparel, a quarter of consumers still say they will spend $500 or more on tech supplies such as computers and calculators.
Where shoppers plan to cut back:
Finding New Ways to Save
From shopping sales to thrifting, consumers are finding innovative ways to save on back-to-school items.
How shoppers are making their dollars go further:
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