The 2025 Back-to-School Consumer Survey from ICSC found that 48% of adults in the United States plan to make back-to-school purchases in 2025, a figure consistent with previous years. However, 56% of respondents expressed concern about affording the supplies they typically purchase due to tariff-related price increases.
Two-thirds of respondents to the back-to-school survey, conducted from July 7 to 9, stated that they were more likely to shop during Prime Day this year because Amazon made the deals available for a more extended period.
Regarding shopping destinations, both physical and online, 59% of survey respondents expect to purchase most of their items in brick-and-mortar stores, up from 54% in the 2024 poll, while 17% plan to shop exclusively online.
More shoppers, at 55%, started or completed their back-to-school shopping early this year, up seven percentage points from 2024. Still, the most significant proportion of back-to-school spending, at 39%, will occur in August, according to ICSC, but the month is likely to see less spending than in previous years as consumers shift their purchasing to earlier in the season.
All told, 79% of consumers expect to increase their spending compared to 2024, with some attributing the increase to higher prices (37%) and stocking up on supplies for the year (34%).
Consumers remain price sensitive, ICSC maintained, with 91% of back-to-school shoppers saying higher prices would impact their purchasing behaviors this year, driving them to buy items on sale, at 38%, to purchase cheaper brands, at 29%, comparison shop, at 29%, and reuse supplies, at 28%.
Discount stores remain the most popular type of retailer for back-to-school shoppers, at 62%, followed by Amazon at 57% and dollar/variety stores at 42%.
“Our 2025 Back-to-School Consumer Survey shows a clear trend: Consumers are prioritizing value and seeking early deals this back-to-school season,” Tom McGee, ICSC president and CEO, said in announcing the research results. “Retailer-driven promotional events have become a vital part of the back-to-school season and have reshaped when and how consumers shop to take advantage of the best sales. American families continue to spend even as they face an uncertain economic outlook, and successful retailers will continue using creative deals and promotions to entice them to spend throughout the year.”
