American families are hitting the aisles earlier and shopping smarter than ever, as new survey data from ICSC shows value reigns supreme for the 2025 back-to-school season.
Survey Snapshot: Americans Adjust for Deals, Price Hikes, and Uncertainty
The International Council of Shopping Centers (ICSC) surveyed 1,009 U.S. adults from July 7–9, 2025, capturing the latest trends in consumer shopping behavior during the critical back-to-school window.
Key Findings
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48% of U.S. adults plan to make back-to-school purchases, continuing the steady participation seen in recent years.
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56% worry about affording their usual supplies, citing tariff-driven price increases.
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59% expect to buy most items in physical stores (up from 54% last year); only 17% plan to shop exclusively online.
Promotions Take Center Stage
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Promotional events drive behavior: 90% of shoppers say sales and promotions influence their purchasing decisions, and 46% plan their shopping around high-profile promotional calendars like Target Circle Week, Amazon Prime Day, Walmart Deals, or Labor Day sales.
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Longer deals win: Two-thirds were more likely to participate in this year’s Prime Day because deals lasted longer.
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A standout 91% depend on these retailer-driven holidays for their back-to-school shopping.
Consumer Spending Patterns: Earlier and More Price-Sensitive
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55% of shoppers had started or completed their back-to-school shopping by July—up seven points from 2024.
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August will account for 39% of back-to-school spending, but this is a decrease as consumers move purchases earlier in the summer.
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79% anticipate raising their total spend over last year, citing:
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Higher prices (37%)
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Stocking up on essentials for the year (34%)
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With budgets under pressure, 91% say higher prices will impact behaviors. Leading responses:
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Buying items on sale (38%)
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Choosing cheaper brands (29%)
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Comparison shopping (29%)
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Reusing supplies (28%)
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Where Americans Are Shopping
| Retailer Type | % of Back-to-School Shoppers |
|---|---|
| Discount stores | 62% |
| Amazon | 57% |
| Dollar/variety stores | 42% |
Expert Insight
Tom McGee, President & CEO, ICSC said: “Our 2025 Back-to-School Consumer Survey shows a clear trend: Consumers are prioritizing value and seeking early deals this back-to-school season. 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.”
What Retailers Should Know
To meet back-to-school shoppers where they are:
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Lean into early, extended promotional periods.
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Focus messaging on value and affordability.
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Prepare for elevated in-store foot traffic alongside sustained digital engagement.
Amid economic pressures and evolving shopping habits, brands that innovate with deals and creative offers will capture the largest share of the seasonal spend.
