Back-to-School Shopping Starts Early in 2025 as Families Tackle Economic Concerns
Back-to-school shopping is in full swing, with two-thirds of shoppers already making purchases by early July 2025. This early start is a significant increase from previous years, reflecting both economic concerns and a shift in consumer behaviour.
The NPD Group, hosting a webinar on July 23, 2023, at 1 PM CET, has revealed that 26% of shoppers began browsing and buying items as early as June 2025. This is a substantial jump from 22% in 2024 and 17% in 2019. The early start is largely driven by worries about tariffs causing price increases later in the season, with 74% of early shoppers citing this as their reason.
Back-to-school shopping is a key indicator of how families are coping with the broader economic environment. This year, 52% of lower-income shoppers (earning less than $50,000) plan to buy only essentials, up from 45% last year. Meanwhile, 76% of all shoppers anticipate higher prices this year, leading many to consider discount stores like Staples for their purchases. The average K-12 shopper budgeted $875 in 2024, while college shoppers expected to spend $1,365.
The 2025 back-to-school season is shaping up to be a critical spending category, with families adjusting their budgets and shopping habits in response to economic uncertainties. As the season progresses, our website's webinar will provide updates on the latest data and trends, helping shoppers navigate the changing landscape of back-to-school shopping.
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