As the back-to-school season approaches, K-12 parents are projected to maintain steady spending, with a collective total expected to reach $30.9 billion, approximately $570 per student. This year marks a slight decrease of $16 compared to last year, reflecting cautious budgeting amid rising economic pressures.
According to the 2025 Deloitte Back-to-School Survey, parents are prioritizing value more than ever. While shoppers plan to increase their spending on clothing and accessories by 6%—projected to total $13.4 billion—expenses on technology and school supplies are expected to decline by 8% and 3%, respectively. Parents are increasingly leveraging mass merchants (83%) and online retailers (68%) as their go-to destinations, seeking bargains and deals.
Despite budget concerns, the allure of a new outfit for the first day back is strong; 57% of parents admit they can be persuaded to spend more on this special purchase. Moreover, a staggering 90% of parents plan to enroll their children in extracurricular activities, anticipating an average expenditure of $532 per child, though this figure has decreased by $50 from the previous year.
Younger generations of parents are also shifting shopping dynamics, with 75% of Gen Z and 46% of Millennial parents incorporating social media into their shopping experience. Interestingly, social media users typically spend 1.8 times more than others, indicating a growing trend of influenced purchases through online platforms.
Despite apprehension regarding the economy, 83% of parents surveyed report that their families are in a similar or worse financial situation compared to last year, leading 54% to anticipate a further economic decline in the coming six months. More than half of parents express anxiety over potential price increases, and many are adjusting their non-school-related budgets to accommodate back-to-school necessities.
For families across various income levels, the spending outlook varies: while lower-income families (earning $50,000 or less) plan to increase their school spending by 10%, middle-income families feel the squeeze, with 51% indicating they have less money to allocate to back-to-school shopping. Higher-income families report similar worries about the economy, with 60% expressing concern.
Although parents remain budget-conscious, 62% say their children often sway them to spend more. Extracurricular activities, deemed essential for children’s mental health and skill development, remain a priority, despite parents’ intention to cut costs.
One major pain point for parents this year is the school lunch dilemma; 45% struggle with what to prepare, and while 42% of kids usually bring lunch from home, parents report a reasonable average monthly cost of $164 for daily lunches.
In summary, back-to-school spending appears to be steady, reflecting both the ongoing economic concerns and the unwavering desire of parents to provide for their children’s educational needs. As Natalie Martini, vice chair at Deloitte, aptly put it, “Parents are laser-focused on preparing their children for the school year, but we expect back-to-school spending to remain flat amid economic headwinds and financial concerns across income groups.”
As parents navigate these challenges, value and creative budgeting will be key to ensuring their children are well-equipped and ready for the new school year.