Box of crayons at school for kids

Retail Holiday and Seasonal Trends

Back-to-School 2020

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.

Back to school 2020

Parents to spend even more on computers and desks as expectations of online classes increase

Most families still don’t know what students need for school this year, but more expect at least some online classes.

Coronavirus could push back-to-school spending to record level

Uncertain families gear up for at-home learning

More laptops and computer accessories drive spending.

Parents with children in elementary school through high school say they plan to spend an average $789.49 per family, topping the previous record of $696.70 they said they would spend last year.
Spending is expected to total $33.9 billion, up from $26.2 billion last year and breaking the record of $30.3 billion set in 2012.

A boy works on schoolwork at laptop

Gen Z shopping on social media

How brands can use social to connect with Gen Z

Younger consumers’ social media usage has gone up as a result of the pandemic. Retailers are finding the newest ways to reach Gen Z on social media to market their brands.

Back-to-school spending stats

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close up shot of school supplies

Back-to-Class Data Center

Want to know more about one of retail’s biggest events of the year? Check out NRF’s back-to-class data center for trends and spending patterns over time.

Historical highlights

2019

July survey: Record spending expected for school and college supplies
August survey: Back-to-school shopping update: Halfway done but more to do

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

2015

Press release: After splurging in 2014, families trim back-to-school spending for 2015

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