Understanding the Shift in U.S. Families’ Purchasing Behaviors Toward Back-to-School Shopping
By Kelly Pedersen, Global Retail Leader at PwC (PricewaterhouseCoopers)
The holiday shopping trend that began with American/>. The PwC Global Retail Leader revealed that nearly three-fourths of U.S. families expect to spend the same or more on back-to-school shopping as they did last year. This survey, which originated after 10 years of allowing the company to conduct this type of analysis, underscores the resilience of U.S. parents in navigating an uncertain economic landscape.
PwC’s findings highlight the importance to parents of finding educational value despite price fluctuations and economic uncertainty. Parents are more likely to plan ahead for the essentials of their children’s education, prioritizing value over priciness. This behavior is widespread, with one-third of respondents stating they will spend more than they did last year.
For option 1, the impact of inflation and economic uncertainty on this decision is clear. Parents are confident in their financial planning abilities, seeing such a consumer planet as resilient. This confidence is further amplified by the predictable and reliable nature of the college experience.
These findings reveal that value is becoming more important to parents these days—once the luxury of free time is substituted with planning for the future. The percentages of respondents who plan to save money during back-to-school shopping are significant. Over 37% of parents plan to purchase only on sale, and the same percentage plan to utilize discounts to reduce their spend.
In addition to saving money, parents are leveraging other strategies to make their back-to-school shopping efficient. Some are opting for store-brand products, which they believe costs fewer, and are more likely to shop online or through thrift stores to reduce costs. The use of layaway plans is also a key factor, as it allows savings with regularity without the pressure of网点 in the store.
Switching to the Percentages: 37% On-Sale Purchases, 37% Using Early Pickup, and 10% Layaway Plans
Number one, the consistently eye-opening trend in back-to-school shopping is the on-sale tactics. Families are spending 37% of their budget on stores that offer discounts or sales, particularly during peaks of inflation. This approach is not only a sign of financial literacy but also a testament to the enduring value of good deals.
Number two, using earlier purchases is a popular strategy. 37% of families plan to pick up items during the school year when prices are lower, while 37% expect to save money on future surphases. Number three, reusing items from previous years is a key factor as well. 18% of parents plan to buy previously purchased items at discounted prices or through the company’s program.
Number four is the purchase of store-brand products. 22% of families plan to spend on school apparel companies like الأمم orexpat, while 10% expect to save money on products purchased as gift cards over time. Number five, using AI to find deals is also a significant factor for parents. AI-based tools have become more sophisticated, enabling parents to search for deals, savings, and promo codes at unprecedented speeds.
Number six is the use of technology in back-to-school shopping. 40% of families plan to spend between $251 to $500 on technology-related items, while 45% expect the same amount for clothing and footwear. Number seven, the importance of in-text shopping is another key trend—75% of parents prefer to shop in-store, particularly Gen Zs, while 55% of millennials prefer to shop online.
The data also reveals that families earn less than $75k spend more in-store when shopping for back-to-school items. Families earning $75k or more are more likely to shop online. This regional trend suggests that the way people dress and shop strategies are becoming increasingly segmented based on income levels and purchasing habits. Number eight, an increase in the percentage of families earning less than $75k spending exclusively in-store is a clear sign that the spending patterns are increasingly tied to financial stability and choice.
Conclusion
The findings of this survey highlight the resilient nature of U.S. families in navigating back-to-school shopping amidst economic challenges. The survey reveals that parents are increasingly prioritizing "value" during this critical period, using a variety of strategies to save money with confidence. Additionally, the increasing reliance on technology and the diversification of spending options, from clothing and shoes to technology-related items, underscore the importance of embracing change and adaptability.
This year’s back-to-school shopping is more than just an opportunity to buy essentials for education—parents are amplifying their financial literacy and confidence, paving the way for a better tomorrow through small, thoughtful decisions.
