US consumers are beginning their back-to-school shopping earlier than usual, with many families already buying school supplies, clothing and electronics well before the new academic year begins.
The early start is shaping the retail calendar, as shoppers look for value and retailers prepare for demand earlier in the summer.
According to the latest annual survey from the National Retail Federation (NRF) and Prosper Insights & Analytics, 62% of back-to-school shoppers had started purchasing items by early July.
Although this was slightly lower than the previous year’s figure, it remained well above the level recorded in 2024.
The findings highlight how back-to-school shopping has become a longer retail season, with consumers spreading purchases over several months rather than waiting until the weeks immediately before schools reopen.
Early shopping gains momentum
The back-to-school shopping season is increasingly starting earlier in the year as families try to manage budgets and find suitable deals.
NRF data shows that around one-third of shoppers had already begun browsing and buying by early June, the highest level recorded at that point since the organisation began tracking the trend in 2018.
Many consumers are still completing their purchases later in the summer. NRF found that 86% of shoppers had at least half of their back-to-school buying still to finish. The main reasons were waiting for better deals and not yet knowing exactly what items would be required.
Mark Mathews, NRF Chief Economist and Executive Director of Research, said affordability remains a major concern for families.
“Shoppers are keeping value front and centre as they look for ways to make their dollars go further,” he said.
For retailers, the extended shopping period creates a longer opportunity to attract customers through seasonal promotions, product availability and competitive pricing.
Value drives consumer decisions
Price remains one of the biggest factors influencing back-to-school shopping decisions. Many families are comparing prices, watching for promotions and adjusting the timing of purchases to manage household spending.
NRF research found that 78% of shoppers expected back-to-school items to cost more during the season than in previous years. Around one-third of consumers said they usually plan their purchases around summer sales events.
The focus on value is affecting how retailers approach the season. Instead of relying only on last-minute demand, many businesses are extending offers earlier and ensuring essential products are available throughout the summer.
Katherine Cullen, NRF Vice President of Industry and Consumer Insights, said the back-to-school period remains important for both retailers and consumers.
“Families and students are eager to get a jumpstart on their shopping for the start of the school year,” she said.
Online shopping remains important
Digital channels continue to play a major role in the back-to-school market. NRF data shows that online shopping was the most popular destination among consumers, followed by department stores, discount stores, clothing retailers and electronics stores.
For families with children from elementary through high school, average planned spending on clothing, shoes, school supplies and electronics was expected to reach $874.68. Total spending in this category was forecast at $38.8 billion.
Electronics remain one of the largest spending categories, with laptops, tablets and other devices accounting for a significant share of purchases.
However, interest in technology products has moderated compared with the previous year, when many families made larger investments in devices that can be used for several school years.
As US retailers enter the peak back-to-school shopping period, early purchasing, price sensitivity and digital shopping habits are expected to continue shaping consumer behaviour.
The season now extends well beyond the traditional late-summer rush, creating a longer and more competitive period for retailers.
