ICSC’s Back-to-School Consumer Survey Finds Shoppers Pursued Early Deals to Offset Higher Costs

--(BUSINESS WIRE)--ICSC:

ATTN: Retail/Real Estate/Business Editors and Reporters

WHO: ICSC

WHAT: Consumer shopping behavior data regarding the back-to-school shopping season

WHEN: The 2025 ICSC Back-to-School Consumer Survey was conducted online from July 7, 2025, to July 9, 2025, with a demographically representative U.S. sample of 1,009 respondents.

QUOTE: “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.”

— Tom McGee, President & CEO, ICSC

RESULTS:

• Nearly half (48%) of U.S. adults will make back-to-school purchases in 2025, consistent with years past.
• Fifty-six percent of respondents express concern about being able to afford the supplies they typically purchase due to price increases from tariffs.
• The majority (59%) expect to purchase most of their items in physical stores, up from 54% who said the same in 2024. Only 17% plan to shop fully online.
• Nine in ten back-to-school shoppers say promotions influence their purchases throughout the season, with 46% saying they plan their shopping around specific promotional events like Target Circle Week, Amazon Prime Day, Walmart Deals, or Labor Day sales.
  • Two-thirds of respondents say that they were more likely to shop during Prime Day this year because the deals were available for a longer period.
  • A separate ICSC survey examining the role of these retailer-driven promotional holidays found that nearly all consumers (91%) rely on these promotional events for back-to-school shopping.
• Fifty-five percent of shoppers started or completed their back-to-school shopping, a seven-percentage point increase compared to 2024.
• While the largest portion (39%) of back-to-school spending will occur in August, that month will likely see less spending than in previous years as consumers shift their spending to earlier in the season.
• A large majority (79%) of consumers expect to increase spending compared to 2024, with some attributing the increase to higher prices (37%) and stocking up on supplies for the year (34%).
• As consumers remain price sensitive, 91% of back-to-school shoppers say higher prices will impact their purchasing behaviors this season, driving them to buy items on sale (38%), buy from cheaper brands (29%), comparison shop (29%), and reuse supplies (28%).
• Discount stores remain the most popular type of retailer for 62% of back-to-school shoppers, followed by Amazon (57%), and dollar/variety stores (42%).

About ICSC
ICSC is the preeminent membership organization serving the commercial real estate and retail industries. The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.