Back-to-school spending ‘forecast to reach record highs.’ How big-box stores responded
The majority of consumers are concerned about the economy and are looking for bargains for back-to-school.
Mason Reed 
As the back-to-school season kicks into gear, a wave of economic uncertainty is driving consumer behavior. According to an article by Retail Dive, many families are approaching their shopping lists with caution, holding out for the best possible bargains.
Consumers Hunt for Deals
Data from a National Retail Federation (NRF) survey reveals that 46% of shoppers who have yet to complete their back-to-school shopping are actively waiting for deeper discounts. This hesitation is fueled by widespread inflation concerns; the NRF reports that 78% of consumers expect to see higher price tags on essential school supplies and clothing compared to previous years.
Where the Money is Going
Spending patterns remain distinct across grade levels. For K-12 students, budgets are primarily being directed toward footwear, essential school supplies, and electronics. Meanwhile, electronics continue to dominate as the top expenditure category for college students.
A Cautious Economic Outlook
A recent Deloitte study indicates that K-12 spending is likely to remain flat this year as parents prioritize value-based shopping. This conservative approach is tied to growing economic anxiety, with 57% of consumers anticipating that the economy will worsen in the near future—the highest level of pessimism recorded since 2020.
Retailers Pivot to Compete
To capture the attention of budget-conscious shoppers, big-box retailers are aggressively adjusting their strategies. Major chains, including Walmart, Target, and Kohl’s, have implemented deep price cuts to drive foot traffic into their stores.
"Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season," said NRF Chief Economist and Executive Director of Research Mark Mathews. "Shoppers are keeping value front and center as they look for ways to make their dollars go further. Retailers are responding with a strong assortment of products, promotional events and more convenient shopping options, helping families find what they need while saving time and money."
