Insights from both parents and students


2017 back-to-college survey 

Insights from both parents and students

Back-to-college spend is set to outpace K-12 back-to-school spend almost twofold, making it a seasonal force for U.S. retailers.

Read more about how parents and students approach the season, who calls the shots on shopping, and how accounts of this dynamic differ depending on which generation you ask.

Deloitte’s fifth annual back-to-college survey reveals that:

  • At an estimated $46 billion, U.S. back-to-college shopping makes up almost 2/3 of total back-to-school (K-12 and college) related spend
  • College students exert considerable control over their own finances and the purse strings of their parents
  • Students prioritize experiences and look for savvy ways to save on purchases in order to maximize budgets
  • In-store prevails, especially among parents, but shoppers seize digital opportunities

This year’s survey polled a sample of 1,025 parents with college-going children and 1,025 college-going students.

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