As parents prepare their kids for the new school year, they’re tightening budgets, reusing last year’s supplies, and looking for ways to efficiently check off their lists.

“It’s a really expensive time of year, and people consistently underestimate the amount it costs,” said Gillian MacPherson, vice president of product and customer insights at Epsilon. “Back-to-school has become much more broad in terms of the categories it touches.”

Parents are preparing for the school year earlier and setting shopping budgets, a sign of the strain from tariffs and a focus on value, per Epsilon’s Back to School 2025 report.

• 69% have set a budget this year, a 10% increase from last year, according to Epsilon.
• Shopping is poised to start slightly earlier this year, with 43% planning to start in late July or early August, per the report.

Valuing coupons, sales, and deals

Some 73% of consumers plan to spend more during the back-to-school season, according to Epsilon. Parents expect to spend more on clothing and shoes (63%), electronics (62%), and sports equipment (62%), creating a favorable environment for retailers looking to ease families' financial burden.

59% of parents agree that the ability to earn rewards influences where they shop, per Epsilon. Considering these programs a deal breaker marks a notable shift in shopping behavior, said MacPherson.

Furthermore, 70% of parents will look for sales and discounts this year, and 45% plan to use coupons, per the report.

“When you look at all these QSR and travel rewards programs, they’ve become so ubiquitous,” said MacPherson. “Consumers are used to getting something in return for shopping with you.”

Finding quality and selection

While price matters, 55% of back-to-school consumers prioritize quality and shop early for the best selection over waiting for discounts, per Epsilon.

“Consumers will always say they want discounts and sales, but there is a group of consumers that wants to get the right thing, and will shop early before availability runs out,” said MacPherson.

Retailers are responding to the desire for choice. For example, Abercrombie Kids is bringing its line to Macy’s, placing its product in a central shopping location swamped with selection.

Parents are cost-conscious but optimistic about back-to-school shopping, with 67% agreeing, “I get good value for the money I spend on back-to-school supplies.”

Extending value through reuse and resale

While 78% of parents typically include backpacks and lunchboxes in their budget, that number dropped to 67% this school year, indicating they may be reusing items to cut costs, said MacPherson.

Klarna has partnered with Poshmark to let US shoppers resell items bought with Klarna directly through the app. This partnership combines two current consumer priorities—saving money and buying second-hand.

• Online resale merchandise will experience a 13% compound annual growth rate (CAGR) and reach $40 billion by 2029, per ThredUp’s March retail report.

Klarna and Poshmark are positioning this partnership as a helpful back-to-school essential, encouraging consumers to “refresh wardrobes while offsetting new school year purchase costs” in a press release.

Making the back-to-school season smoother

Brands recognize the consumer need for value and convenience during the back-to-school season.

• Walmart just launched Weekend Academy, a tween private label fashion brand offering customers “everything they need for the first day of school” for under $65, according to a press release.

When consumers are inundated with choice, brands should consider how to stand out by helping them through a hectic shopping season, whether that’s a good deal or an easier trip to the store, said MacPherson.

“I always start with ‘understand your consumer,’ because you have to spend a lot of money and buy a lot in a condensed time period,” said MacPherson. “Whether it's a checklist, or making sure your online-offline is integrated, what can you do to make things easier for parents as they head into this time period?”

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