US Back to School 2024: Preparing for Class—Unveiling Consumer Spending Expectations

Published – June 2024

We kick off our US Back to School 2024 series of reports by diving into proprietary survey findings on US consumers’ spending expectations for the BTS (back-to-school) season!

How much will BTS shoppers spend, and what will influence their purchase decisions? Find out in this comprehensive analysis of consumers’ plans for and attitudes to BTS shopping.

Data in this research report include:

• When consumers will shop for BTS, 2024 vs. 2023
• How much consumers expect to spend on BTS per child
• Whether inflation will impact BTS shopping
• How much consumers expect to spend on BTS compared to 2023—overall (in dollar and volume terms) and breakdowns by income, geography and school level
• What consumers plan to buy
• Where consumers plan to shop
• Attitudes to BTS shopping—including key influences on purchasing decisions

1. When Consumers Will Shop
2. How Much Consumers Expect To Spend
3. What Consumers Plan To Buy
4. Where Consumers Plan To Shop
5. BTS Shopping Influences
6. What We Think
7. Methodology

18-slide PDF report

Amazon, Dollar Tree/Family Dollar, Target, Walmart

1. When Consumers Plan To Begin BTS Shopping (% of Respondents)
2. Planned Spend per Child on BTS Shopping (% of Respondents)
3. Whether Inflation Will Impact BTS Shopping (% of Respondents)
4. Expectations for BTS Shopping This Year Compared to Last Year (% of Respondents)
5. Expectations for BTS Spending This Year Compared to Last Year (Dollar Terms), by Household Income (% of Respondents)
6. Expectations for BTS Spending This Year Compared to Last Year (Volume Terms), by Household Income (% of Respondents)
7. Expectations for BTS Spending This Year Compared to Last Year (Dollar Terms), by Geography (% of Respondents)
8. Expectations for BTS Spending This Year Compared to Last Year (Dollar Terms), by School Level (% of Respondents)
9. Categories of Products That BTS Shoppers Plan To Buy for BTS (% of Respondents)
10. Expectations for BTS Spending This Year Compared to Last Year (Dollar Terms), by Product Category (% of Respondents)
11. Retailers That BTS Shoppers Plan To Buy for BTS (% of Respondents)
12. Where BTS Shoppers Plan To Shop This BTS Season (% of Respondents)
13. Proportions of BTS Shoppers Who Agree with Statements on BTS Shopping (% of Respondents)
14. Sources of Information That Influence BTS Shoppers’ Purchase Decisions (% of Respondents)
15. Factors That Influence BTS Shoppers’ Purchase Decisions (% of Respondents)
16. Product Categories That BTS Shoppers Would Consider Buying Secondhand (% of Respondents)