As of early July, over half (55%) of back-to-school and college shoppers have started purchasing items for the upcoming school year, according to the National Retail Federation’s annual survey.
Despite early shopping, 86% of consumers have at least half of their purchases pending, primarily due to waiting for better deals or uncertainty about needed items. Many shoppers plan to take advantage of July sales events, such as Prime Day.
Families with K-12 children anticipate spending an average of $874.68 on clothing, supplies, and electronics, totaling an estimated $38.8 billion. This marks a slight decrease from last year’s record high but remains significant. Electronics, while still popular, see slightly reduced interest this year.
For college students, average spending is projected at $1,364.75, with total expenditures reaching $86.6 billion, consistent with last year’s figures. The most popular shopping venues include online platforms and department stores.
The NRF’s survey, conducted with 7,533 consumers, reflects ongoing trends in back-to-class shopping and consumer behavior.
