Parents plan to increase their spending for the return classrooms by 17.3% to $386 per child, with families expecting to begin shopping earlier and do more of that shopping in brick-and-mortar stores, according to a 2025 back-to-school survey conducted by commercial real estate and investment management firm JLL.
At the same time, parents responding to the survey said they’re adopting earlier purchasing patterns and suggested that they would be more price-sensitive.
Cross-channel shopping continues to dominate consumer behavior, but more than 90% of parents anticipate shopping in brick-and-mortar stores, according to JLL. Almost a third of parents will shop across three or more channels, which demonstrates that multi-channel strategies remain essential, JLL noted, but fewer families are choosing delivery options than in past years. Malls and open-air shopping centers are experiencing increased popularity, with 46.6% of parents planning to visit two to three retailers to complete their back-to-school shopping.
Mass merchandisers such as Walmart, Amazon and Target remain parents’ top choices in terms of back-to-school retail options. They attract parents seeking budget relief and one-stop shopping convenience, with 11.3% of JLL survey respondents planning to shop exclusively at mass merchandisers, a significantly higher proportion than is the case with other store categories. The popularity of mass merchandisers reflects how inflation concerns are driving families toward retailers that offer affordable prices and extensive merchandise selection, JLL maintained. Some 70% of parents expect cost-saving opportunities to drive their shopping decisions.
At a time when supply chains are being challenged by tariff issues, 56% of parents are concerned about product availability when they plan to shop for back-to-school goods. In 2025, 45% of parents intend to start back-to-school shopping before June, a 12-percentage-point increase from 2024, due to concerns about inventory shortages. July came in as the next most popular month to start shopping for students.
“Physical stores continue to play a crucial role in back-to-school shopping, with a majority of consumers planning in-store visits while starting their shopping earlier than ever,” said Naveen Jaggi, JLL president of Retail Advisory Services. “With July emerging as the second biggest shopping period behind the holiday shopping season and parents expressing inventory concerns, retailers offering competitive pricing and robust selection are positioned for a particularly strong July as families complete their back-to-school purchases.”
Keisha Virtue, JLL manager of retail research, added, “Parents are increasing their per-child spending from $329 to $386 this school year, but they’re strategically directing those dollars toward mass merchandisers offering both value and selection. With inflation concerns driving 70% of shopping decisions, parents are maximizing their budgets by focusing on retailers that deliver both necessities and cost-saving opportunities.”
