Overview
- Deloitte’s survey of 1,207 K‑12 parents found inflation‑adjusted back‑to‑school spending is expected to fall about 6% to $30.4 billion with an average of roughly $557 per student.
- The survey reported that 57% of parents expect the economy to worsen and that many families plan to delay purchases and prioritize clothing and other essentials over tech and dining.
- PwC’s much higher per‑family forecast of about $922 highlights a sharp divide among forecasters and leaves retailers facing mixed demand signals.
- Kohl’s has responded to weaker traffic and profit pressure by pricing thousands of back‑to‑school items under $25, adding a single‑digit‑dollar Deal Bar and accepting EBT Cash in most stores to attract budget‑conscious shoppers.
- The back‑to‑school season typically drives a meaningful share of retail sales, so sustained value‑focused buying could push more chains to cut prices, tighten assortments and lean on promotions to protect market share and margins.