![\"Retail](\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\")
<\/a><\/p>\n<\/p>\n
Like the holiday shopping season, which has been steadily creeping back toward October (or even earlier), the back-to-school (BTS) season is stretching, and in both directions \u2014 starting earlier and ending later. Part of the explanation for the longer season is that consumers are searching for value, on the alert for promotions and, increasingly, willing to buy secondhand, both to save money and, hopefully, save the planet. A June 2025 Deloitte study indicated that 40%<\/strong> of consumers are showing signs of value-seeking, including more cost-conscious choices, deal-driven purchases<\/strong> and convenience sacrifices<\/strong>.<\/p>\n The threat of tariffs raising prices on key BTS items such as electronics has many shoppers making these big-ticket purchases well before school bells ring. And Amazon<\/strong> Prime Day, which was extended to a full four<\/strong> days alongside multiple competitors\u2019 promotions, gave them plenty of opportunity to buy sooner rather than later.<\/p>\n Many didn\u2019t even wait for the sales: According to the National Retail Federation (NRF)\u2019s back-to-school survey, 67%<\/strong> of shoppers had already begun buying as of early July, and 51%<\/strong> of BTS families were shopping earlier this year specifically out of concern that tariffs will raise prices<\/strong>.<\/p>\n On the other end of the calendar, one in five<\/strong> parents delay BTS clothing purchases until the weather actually shifts, according to consumer data from The Weather Company, which also noted that weather is 2X<\/strong> as likely as social media to drive trial of new school-related products.<\/p>\n And no matter when these purchases take place, the students themselves are increasingly making, or at least influencing, what is bought. A survey by SuperAwesome, which specializes in solutions for safely engaging Gen Alpha and Gen Z, reported that 81%<\/strong> of U.S. parents say purchases are co-decided or led by their kids and teens. Many retailers realize how important it is to woo those that will actually be using the school supplies and wearing the clothes: American Eagle<\/strong>, for example, is leveraging shoppable \u201cSnap Map\u201d listings on youth-friendly Snapchat for the current BTS season.<\/p>\n Retailers, understandably, like the trend toward earlier purchases: not only does it put money in the till, it also leaves opportunities for additional sales as the season progresses. Additionally, if threatened tariffs and inflation force them to raise prices, retailers could see consumer demand decline even further.<\/p>\n \u201cThere\u2019s definitely real tension between retailers wanting to pull demand earlier and consumers taking a measured approach to purchases,\u201d said Rob Garf, SVP, Strategy and Insights at Cordial, a cross-channel marketing platform, in an interview with Retail TouchPoints<\/em>. Quoting a recent consumer study conducted by Cordial, Garf added that \u201cretailers are pushing for earlier seasonal timing, but 63%<\/strong> of consumers are likely to hold off on major purchases until tariff situations stabilize. With shoppers\u2026becoming more cautious with spending, promotions must break through the wait-and-see mentality.\u201d<\/p>\n The Deloitte 2025 Back-to-School Survey also reveals consumers waiting for the most opportune moment. This year, 61%<\/strong> of spending will occur by the end of July, and while that\u2019s a large number, it\u2019s down from 66%<\/strong> in 2024. More consumers are willing to switch brands if their preferred brand is too expensive this year, 75%<\/strong> versus 67%<\/strong> last year. Deloitte\u2019s per-child spending forecast of $570<\/strong> is flat year-over-year, with purchasers focused almost entirely on essentials.<\/p>\n NRF forecasts also reflect consumers\u2019 value-seeking mindset. Families with students in elementary through high school are projected to spend an average of $858.07<\/strong> on clothing, shoes, school supplies and electronics, down from $874.68<\/strong> in 2024. However, even with families tightening their budgets, slightly more consumers are purchasing apparel and electronics, which is expected to increase total BTS spending from $38.8 billion<\/strong> last year to $39.4 billion<\/strong> in 2025.<\/p>\n Consumers buying secondhand products is a trend that goes beyond BTS, but it\u2019s a welcome one for parents counting pennies \u2014 and may offer an opportunity for retailers in this sector.<\/p>\n \u201cSecondhand goods definitely create a bright spot for consumers facing price pressures,\u201d said Garf. \u201cSecondhand options give consumers access to what they want without premium pricing, essentially creating a pressure relief valve when retailers have to raise prices<\/strong>. For consumers who might otherwise postpone purchases entirely, this removes previous barriers and keeps them actively shopping.\u201d<\/p>\n The tariff and international trade situation is still too volatile to confidently predict whether prices will rise or by how much, but retailers and brands will need to be prepared to communicate this information to customers if\/when it happens. \u201cThe most effective tariff messaging focuses on transparency and education rather than just announcing price increases,\u201d said Garf. \u201cThe tone should emphasize value beyond price \u2014 quality, service, reliability \u2014 while being honest about external pressures.\u201d<\/strong><\/p>\n Savvy brands are trying to turn the situation to their advantage, he added: \u201cWe are also seeing brands use the tariff uncertainty to create a sense of urgency, with the undertone being \u2018buy it now or it may be more expensive or not available.\u2019\u201d<\/p>\n Communication decisions also will depend on the nature of the brand\u2019s relationship to its customers, Garf added, noting that those with strong customer relationships \u201ccan absolutely use \u2018We\u2019re all in this together\u2019 messaging, especially through channels like email and SMS, where it feels more authentic and personal,\u201d he said. \u201cThe goal is maintaining relationships, not just communicating transactions.\u201d<\/strong><\/p>\n \u201cFrom a communications perspective, retailers are also learning from mistakes they made during inflation and making it clear to consumers how and why tariffs are impacting pricing and merchandising decisions,\u201d said Matt Pavich, Senior Director of Strategy and Innovation at pricing solutions provider Revionics in comments supplied to Retail TouchPoints<\/em>. \u201cLeading retailers with the best data, tools, analytics and communications will gain share in the coming months if they focus on value, transparency and winning customers over.\u201d<\/p>\n Pavich also noted that the unique nature of the BTS season can overcome even the most budget-conscious consumer: \u201cIt remains to be seen how tariffs will specifically impact key categories,\u201d he said. \u201cOn the one hand, logic dictates that rising costs will negatively impact tariffed products like calculators or apparel; on the other hand, BTS is a unique event with limited substitution and generally lower elasticities<\/strong>. If a parent needs to buy a calculator for their child to be successful, they will find a way to do so even if the price of that calculator is higher due to tariffs.\u201d<\/strong><\/p>\n<\/p><\/div>\nTension Between \u2018Buy it Now!\u2019 and \u2018Wait and See\u2019<\/strong><\/h3>\n
Secondhand Loses its Stigma<\/strong><\/h3>\n
If Prices do Rise, Retailers Should Stress Transparency and Education<\/strong><\/h3>\n