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Introduction

The pandemic continues to reshape the higher education landscape, from how kids attend college to the supplies they need. Parents are grappling with financial concerns, rising inflation, and their students’ mental wellness, but still plan to spend more YoY. In contrast to our back-to-school findings, digital continues to accelerate, with tech items aiding market spend.

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Your back-to-college key findings

1

Inflation drives spend up 10%

As back-to-college preparations heat up, 40% of parents expect to spend more YoY. They cite higher prices resulting from inflation as the reason for increased spending. The market size is likely to be up 6% YoY to $28.3 billion, with parents spending $1,600 per child on average. This year, 77% of respondents say they plan to use credit cards or buy now pay later (BNPL) options to pay for purchases, versus 70% in 2021.

40%

of parents expect to spend more on back-to-college items YoY

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of parents expect to spend more on back-to-college items YoY

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Tech spurs market growth

As digital becomes engrained in the college experience and students attend college in online or hybrid mode, tech continues to spur back-to-college market growth. In 2022, 53% of parents are buying fewer traditional college supplies as their children use more digital technologies in and out of the classroom (versus 45% in 2021).

22%

growth YoY on technology products

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growth YoY on technology products

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Digital remains hot

Even as in-store purchasing rebounds, 38% of the back-to-college spend will occur online. The use of smartphones and emerging technologies for shopping are gaining traction. Parents and students are curious about the metaverse, with 36% of back-to-college shoppers interested in exploring the virtual world.

38%

of the back-to-college spend will occur online

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of the back-to-college spend will occur online

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Mental health top of mind

Many people are reassessing their priorities, giving retailers an opportunity to address new needs. Parents who are concerned about their child's mental health spend 8% more than the average back-to-college shopper on extracurricular activities, wellness-related products, online/app-based programs, and wellness-related classes. Sustainability is also a new priority. As parents look to be better guardians of the planet, they spend 19% more than the average back-to-college shopper.

49%

of parents are concerned about their child’s mental health

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of parents are concerned about their child’s mental health

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Dive deep into the 2022 Deloitte back-to-college findings

Learn how families are approaching the 2022 back-to-college season and their shopping behaviors. The findings include insights into consumer sentiment, spending trends, habits, and technology used.

Want to learn more?
Explore the 2022 Deloitte
back-to-school findings.

Explore the findings

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Rodney R Sides

Rodney R. Sides

Global Deloitte Insights leader

Deloitte Services LP

Rodney R. Sides email industry leader linkedIn
Stephen Rogers

Stephen Rogers

Executive director

Consumer Industry Center

Deloitte Services LP

Stephen Rogers email industry leader linkedIn

Deloitte Consumer Industry Center

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