Summer is nearing its close and many students have already started classes, but the back-to-school season isn’t quite finished. As of early August, only 12% of K-12 shoppers and 10% of college shoppers are done picking up all the items on their list, leaving most folks gearing up for the school year with plenty still to do. Read on for more information on why these consumers are holding out, what they still need to buy and when they’re finishing up the season.
One thing setting this year apart is consumers’ concerns about the impact of tariffs on prices. In fact, 91% of back-to-school shoppers expect prices on the items they need to be higher this year specifically because of tariffs.
Retailers are responding by bringing in items early to get ahead of tariff increases and offering deals and promotions throughout the seasons. Shoppers are taking notice, with 30% saying this year’s sales on back-to-school materials are better than in previous years, up from 26% in 2024.
It’s typical that most consumers still have shopping to do as classes start up — but they’re usually farther along. As of early August, K-12 and college shoppers have completed just under half of their shopping, behind where they typically are at this point in the year.
Back-to-school consumers started their shopping early this year, but are staying true to plans to spread out their budget. One to two weeks before school starts is the most popular deadline for shoppers to pick up the last item on their list, with about half planning on this, but others are waiting until the week school starts or after. As for what items they’re saving until those last few weeks, most consumers still need to purchase school supplies.
For more information on consumers’ shopping plans throughout the back-to-school season, check out NRF’s Back-to-School headquarters.
