NRF has been conducting its annual Back-to-School and Back-to-College surveys since 2003 with Prosper Insights & Analytics to see how American families will shop for clothing, supplies and other items for the next school year.
In mid-August, consumers had completed just over half (54 percent) of their back-to-school shopping.
- Nearly half (49 percent) of back-to-school shoppers say they plan to make their final purchase one to two weeks before the start of school.
- Roughly three in 10 shoppers say back-to-school related coupons or in-store promotions will motivate them to shop at a specific retailer.
As students gear up to go back to school and college, families plan to spend more than ever on supplies ranging from pencils and backpacks to computers and dorm refrigerators.
- Clothing and accessories will top K-12 families’ expenses at an average $239.82, followed by electronics at $203.44
- College shoppers plan to spend the most on electronics ($234.69), followed by clothing and accessories ($148.54)
Families with children in elementary school through high school plan to spend an average $696.70. That’s up from $684.79 last year.
What role do big sales events like Prime Day play in Back to School shopping? More than half of consumers plan their shopping around them.
Historical highlights
2018
- July survey: Back-to-school and college spending to reach $82.8 billion
- August consumer survey: Back-to-Class shopping continues as school begins
- Slideshow: Top trends for 2018 back-to-school and college shopping
- Spotlight: Hispanic back-to-school shoppers
- Podcast: How Gen Z shapes back-to-school shopping
2017
- July consumer survey: Back-to-school and back-to-college spending to reach $83.6 billion
- August consumer survey: More parents holding off on back-to-school shopping
- Slideshow: Back-to-school and back-to-college
- Infographic: Back-to-class with NRF
- Article: Class is in session — 3 lessons for retailers this back-to-school season
2016
- July consumer survey: Back-to-school and college spending to reach $75.8 billion
- August consumer survey: Families aren’t finished with back-to-school shopping
- Article and SlideShare: A look at 2016’s top trends
- Infographic: A closer look at back-to-school shopping