Overview

• More than two-thirds of families have started back-to-school shopping by mid-July, a jump from 55% last year with 51% citing tariff worries.
• The National Retail Federation projects average spending of $858.07 per family this season, contributing to an estimated total of $39.4 billion.
• New U.S. tariffs on Chinese-made backpacks, pens and binders have driven retailers to front-load inventory and delay price hikes.
• Target is maintaining 2024 price points on select supplies and offering a one-time 20% student and teacher discount, while Walmart has rolled back prices on 14 top items and launched one-click supply baskets.
• Shoppers are stretching budgets by opting for store brands, buying secondhand goods and using loyalty programs, with 39% of parents saying they cannot afford their full supply lists and over half sacrificing essentials.