
A growing number of US families are beginning their back-to-school shopping earlier than in previous years, according to new research from the National Retail Federation (NRF).
The shift comes as consumers look to manage rising costs and take advantage of discounts ahead of the traditional school year.
The survey, conducted in June 2025, found that over two-thirds of parents had already started shopping for school supplies, clothing, and electronics—well before the peak of the season.
This trend reflects changing economic behaviours and the growing importance of price sensitivity among households.
Rising prices prompt earlier purchases
Cost remains the top concern for families preparing for the school term. The study revealed that 85% of shoppers are adjusting their habits to reduce spending.
Many are actively seeking sales, using coupons, or spreading out purchases over several weeks to avoid large one-time expenses.

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By GlobalDataThe average planned spending per household is projected to reach $890 this year, slightly below last year’s record but still significantly higher than pre-pandemic levels.
Key items on shopping lists include notebooks, writing tools, backpacks, clothes, and digital devices—such as laptops and calculators—often required by schools at different education levels.
Discount strategies shape shopping behaviour
Families are taking advantage of seasonal promotions and retailer events, with many citing early access to deals as the reason for starting sooner.
Nearly 45% of shoppers reported that they began buying school-related items before July, a marked change from past years when most shopping occurred in late summer.
Retailers have responded by launching back-to-school sales earlier, aligning with consumer demand for extended shopping windows.
This allows families to make gradual purchases, compare prices, and better manage their household budgets during what is typically one of the largest annual shopping events in the United States.
Technology remains a key driver of spend
While basic school supplies remain essential, technology continues to represent a significant portion of total spending. As educational institutions incorporate more digital tools into classrooms, parents are increasingly investing in personal tech devices for their children.
This year, about two-thirds of families with children in primary and secondary education (equivalent to elementary and high school levels in the US) plan to purchase electronic items.
Among university-bound students, spending is even higher, often including items such as dorm furnishings and high-performance laptops.
The trend towards early shopping is expected to persist as families aim to reduce financial stress and secure the best value ahead of the new academic term.
With inflation and fluctuating prices still affecting many households, the timing of back-to-school shopping is now as much a budgeting decision as it is a seasonal one.
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