2025年返校和大学报告

Contents•Back-to-School Season Spending and Attitudes 2025 (3)•Back-to-College Season Spending 2025 (14)•TV Advertising is Imperative to Influence Back-to-School•Recognize Each Market’s Seasonal Timing and Strength with•Regardless of How Consumers Shop, Local TV Assets Are Key•Key Back-to-School Takeaways (51) Shoppers (19)Local TV (31)(41) Back-to-School SeasonSpending and Attitudes Consumers Are Currently Strugglingto Feel Confident in U.S EconomySource:Penta-CivicScienceEconomicSentimentIndex(n=3,000)|Lookingaheadsixmonths,doyouthinktheU.S.economywillgetbetter,staythesame,orgetworse?Overthenextsixmonths,doyouthinkitwillbecomeeasierormoredifficulttofindanewjob?Overthenextsixmonths,doyouexpectyourpersonalfinancialsituationtogetbetter,staythesame,orgetworse?Giventhecurrentstateoftheeconomy,isnowagoodtimeorabadtimetomakeamajorpurchaselikeanewcarorhomeimprovements?Giventhecurrentstateofyourlocalmarket,isnowagoodorbadtimetopurchaseanewhome?40.341.441.341.140.841.139.239.435.734.933.533.232.931.531.634.233.810/29/2411/19/2412/10/2412/31/241/21/252/11/253/4/253/25/254/15/255/6/255/27/25Economic Sentiment Index Biweekly %(The ESI is a “living” index that measures U.S. adults’ expectations for the economy goingforward, as well as their feelings about current conditions for major purchases) Back-to-School Shoppers Are AlreadyNoticing Higher CostsSource:MorningConsult.SurveyconductedMay24-26,2025,among287parentswhohavestartedshoppingfortheupcomingschoolyear,withamarginoferrorof+/-6percentagepoints.29%33%28%27%25%33%28%33%30%29%29%26%25%32%31%3%4%6%3%5%4%5%6%8%ClothesElectronicsHome goodsSchool suppliesBooksShare of respondents who think the following back-to-school categories cost more or lessthan last year, based on the shopping they've already doneMuch MoreSomewhat MoreAbout the SameDon't know/No opinionSomewhat lessMuch less Despite Low Consumer Sentiment,the NRF Predicts Strong Retail YearSource: NRF 2025 Retail Sales Forecast20243.6% retail salesgrowthAnnual salesgrowth of $5.29trillion8.1% sales growthin non-store andonline sales20252.7%-3.7%forecasted retailsales growthAnnual SalesGrowth forecastedbetween $5.42trillion and $5.48trillion7%-9% salesgrowth forecastedin non-store andonline salesAny way you look at it, a lot is riding on theconsumer. While we do expect slower growth,consumer fundamentals remain intact, supportedby low unemployment, slower but steady incomegrowth, and solid household finances. Consumerspending is not unraveling… it’s the hard data onemployment, income and tariff-induced inflation—not consumer sentiment—that supports our viewof a slower trajectory for consumer spending.-NRF Chief Economist Jack Kleinhenz 2024 Saw Near Record Breaking Spending forthe Back-to-School SeasonSource: NRF's Annual 2024 Back-to-School Spending Survey, conducted by Prosper Insights & Analytics$26.5$24.9$27.3$29.5$27.5$26.2$33.9$37.1$36.9$41.5$38.820142015201620172018201920202021202220232024Total Spending(in billions) Per Household Spending ReachedSecond Highest Record in 2024Source: NRF's Annual 2024 Back-to-School Spending Survey, conducted by Prosper Insights & Analytics$674$688$685$697$789$849$864$89020162017201820192020202120222023Total Per Household Average Spending for Back-to-School Retail Shopping is NOT Slowing DownSource: NRF Holiday and Seasonal Trends$204.74$220.00$245.76$274.02$254.04$259.04$148.58$174.10$171.79$196.23$189.81$199.38$789.49$848.90$864.35$890.07$874.68$1,059.20$1,200.32$1,199.43$1,366.95$1,366.95$880.48$879.32$832.84$874.67$901.99202020212022202320242025Top 5 U.S Consumer Spending Events(average per person expected spend)Mother's DayFather's DayBack-to-SchoolBack-to-CollegeWinter Holidays Only a Quarter of Back-to-School ShoppersIntend to Spend Less than Last YearSource: PwC Back-to-School 2025 Survey | n = 1,198 | May 6th-8th, 2025Back-to-School Shoppers expect to spend theSAME or MORE this season, compared to 2024.Back-to-School Shoppers anticipate to spendMORE in comparison to 2024.3/41/4 When Consumers Shopped for Back-to-School in 202423%49%23%5%% ShoppersAt least 2 months before school starts3 weeks to 1 month before schoolstarts1-2 weeks before school startsThe week school starts or laterSource: NRF's Annual 2024 Back-to-School Spending Survey, conducted by Prosper Insights & Analytics TarrifsCause Back-to-SchoolShopping to Start Early in 2025https://www.retailbrew.com/stories/2025/06/04/back-to-school-shopping-demand-is-here-and-“Believe it or not, fall shopping deals are already here, and this year could well be the one that establishes early summeras a key kickoff for both fall and winter holiday shopping.Back-to-school shopping, per Gartner, began as early as Memorial Day weekend. According to Kassi Socha, directoranalyst at Gartner, a few sales at major mass retailers such as Wayfair, Target, Walmart, Nordstrom, and Amazon, createdspace for new inventory that’s typically brought in for fall. ‘It wasn’t just a clearance,’ Socha told Retail Brew. Retailersarep