The data points: Nearly 3 in 4 back-to-school shoppers expect to spend the same or more this fall, and more than 1 in 3 parents anticipate spending more than they did in 2024, per a PwC consumer survey.

This suggests that even as consumers brace for higher prices—a consistent finding across University of Michigan and Conference Board surveys—demand remains resilient.

Seeking value: While many expect to spend more, a significant share of shoppers are actively looking for ways to save.

• Roughly 2 in 5 (37%) say they’ll only purchase items on sale.
• The same proportion are shopping earlier, likely timing purchases around summer sales events like Amazon Prime Day.
• 34% plan to reuse items from previous years.
• 22% expect to buy more store-brand products.

Among those planning to cut back, technology and clothing are the most common categories on the chopping block.