Back to School

NRF has been conducting its annual Back-to-School and Back-to-College surveys since 2003 with Prosper Insights & Analytics to see how American families will shop for clothing, supplies and other items for the next school year.

Coronavirus could push back-to-school spending to record level

Uncertain families gear up for at-home learning

More laptops and computer accessories drive spending.

  • Parents with children in elementary school through high school say they plan to spend an average $789.49 per family, topping the previous record of $696.70 they said they would spend last year.
  • Spending is expected to total $33.9 billion, up from $26.2 billion last year and breaking the record of $30.3 billion set in 2012.
 
A boy works on schoolwork at laptop
 
Gen Z shopping on social media
 
How brands can use social to connect with Gen Z

Younger consumers’ social media usage has gone up as a result of the pandemic. Retailers are finding the newest ways to reach Gen Z on social media to market their brands.

 
Back-to-school spending stats
1
 
close up shot of school supplies
 
Back-to-Class Data Center

Want to know more about one of retail’s biggest events of the year? Check out NRF’s back-to-class data center for trends and spending patterns over time.

 

More consumer trends

Retailers say credit insurance plan could increase liquidity during pandemic downturn
 
NRF says a federal backstop for trade credit insurance could help retailers recovering from the pandemic recession.
Read more
Changing the definition of “Dad”
 
Influencers explore changing roles in time of togetherness.
Read more
3 ways consumers will celebrate dads despite the coronavirus
 
While fewer expect to take their dads out this Father's Day, they’re making it up in other ways.
Read more
How consumers are celebrating Easter amid a pandemic
 
Plans may look different this year, but there's no stopping the Easter Bunny.
Read more
3 common Valentine's Day myths
 
Fact or fiction? The data behind some common Valentine’s Day assumptions.
Read more
Confident consumers and broader buying lead to record Valentine's Day spending plans
 
Coming off a strong holiday season, Americans are expected to set another record for Valentine’s Day spending this year.
Read more