In our 15th annual back-to-school survey, parents face uncertain times once again. As they prepare for the upcoming school year, mounting inflation is a reminder of an unpredictable future. However, they’re prepared to spend. Parents plan to shop more in-store this year, relying less on social media and emerging tech tools. The pandemic caused many to reassess priorities, and sustainability and their child’s mental health are top of mind.
Your back-to-school key findings
Inflation drives spend up 8%
Despite over half having a negative economic outlook, parents still plan to spend $661 this season, up 8% YoY, to replenish apparel and traditional school supplies.
Market size swells
The estimated back-to-school market size will reach $34.4B this year, up 24% since 2019. Decreasing K-12 enrollment and a rise in homeschooling could impact growth.
The pandemic-fueled digital acceleration has reached a saturation point. In-store shopping will get a boost, representing 49% of the back-to-school budget.
New priorities emerge
The pandemic led many to reassess priorities around mental health and sustainability. Retailers should take note, as concerned parents spend more on average.
Despite inflation worries, parents don't plan to reduce back-to-school spending
Sustainability and mental health are higher priorities in this year's back-to-school spend, while digital spending drops.
Deloitte Consumer Industry Center
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