2025年德勤返校季调查报告

Sharpening pencils and budgets Authors Natalie Martini Lupine Skelly Vice chair, US retail andconsumer products sectorleaderDeloitte & Touche LLPnmartini@deloitte.com Retail research leaderRetail, wholesale, and distributionConsumer Industry CenterDeloitte Services LPlskelly@deloitte.com Brian McCarthy Kusum ManojRaimalaniSenior analyst PrincipalRetail, wholesale, and distribution,and consumer productsDeloitte Consulting LLPbrimccarthy@deloitte.com Retail, wholesale, and distributionConsumer Industry CenterDeloitte Support ServicesIndiaPvt. Ltd.kraimalani@deloitte.com Stephen RogersExecutive director Consumer Industry CenterDeloitte Services LPstephenrogers@deloitte.com Table ofcontents 2 Authors Cheat sheet 4Executive summary 7Survey findings 5Executive perspectives Inour18thannualBack-to-School(BTS)Survey,familiesaresharpening pencils and their budgets.They’reapproachingtheirsecond-largestannualspendingevent1witha note of restraint,given current economic andhouseholdfinancial positions.Despite the uncertainty,parentsappearconfident theycanreplaceclothingandrefillbackpacks by leaning on savvy shopping habitsthey’vehonedduringthepastfewyearsofhighprices.Expectedspendingperchild($570)isflatyearoveryear(YoY),asparentsexpecttofocusonjusttheessentials.Retailersthatcanappealtothevalue-seekingconsumerwilllikelybebestpositionedtocapturepartofthe$30.9billion2inpotentialsales(flatYoY)upforgrabs. Asyoungergenerationsnavigatewaystovalue-seek,they’returningtotechnologytofindthebestdealsandcompareprices.Specifically,they’reusingsocialmediaandartificialintelligenceat muchhigher ratesthanolderparents,potentiallyreshapinghowretailerscanenticeyoungercohorts.Forretailersthatcanappealtothetech savvy,there could be real rewards,asrespondentsthat plan to use social media in theirshoppingjourneyspend1.8xcomparedtonon-social-mediashoppers. Executivesummary Therewillbeotheropportunitiesforretailersaswell.Ninein10shopperssurveyedsaytheirchildhasamust-haveBTSiteminmindand62%saytheyareofteninfluenced by their child to spend more.Inaddition,over half mentioned they’d be willing tosplurgeonafirst-day-of-schooloutfitfortheirchild. OurrecentConsumerSignalsworkindicatesthat4in10consumersare showing signs of value seeking:makingmorecost-consciouschoices,deal-drivenpurchases,andconveniencesacrifices.Thistrendhasbeenonanupwardtrajectorysince the fall of 2024 and the behavior isshowingupinourBTSfindingsaswell.Parentssurveyedplanto focus BTS purchases around big promotionaleventsinJuly,spreadoutexpensesoveralongerperiodoftime,tradedowntomoreaffordablebrandsandretailers,andeven scale back on speedy delivery for moreaffordableslowshipping. So,whatdoesthisvalue-seekingenvironmentmeanfortheyearaheadandtheholidayseason?Timewilltell,but retailers may be wise to use BTS to testpromotionsandmessaging,shoreuployaltyprograms,and confirm they are reaching youngergenerationsthroughthepropertechchannels. Note: All figures are in US$. Executiveperspectives Value seekers get savvy Sharpening pencils and budgets Generation Z rewires shopping norms With economic concerns on their mind,parents are honingtheir value-seeking skillsto keep budgets in check—nearly half plan tospend the most at mass merchant retailers(46%, versus 40% in 2024). They’re alsoplanning to jump on mid-July promotions(46%), spread out expenses over a longerperiod of time (61% of spending will occur bythe end of July, versus 66% in 2024), andswitch brands if their preferred brand is tooexpensive (75%, versus 67% in 2024). Families are taking a cautious approach to theBTS season as economic expectations andhousehold financial positions dip to the lowestlevel in the past five years.They’re pulling backin all categories except clothing andaccessories and plan to spend an average of$570 per child, similar to last year. Younger generations’ tech-first shoppingapproaches are contributing to newexpectations around engagement. Nearlyhalf of millennial and 75% of Gen Z parentssurveyed are expecting to use social mediain their BTS shopping journey. Cheat sheet Shopping journey Spending trends Consumer preferences. Parents surveyed plan to spend$570 per child on BTSitemsthis season (flat YoY). The cautious spendingcomes as economic expectations and financialsituations dip to the lowest level in the past five years. In 2025,61% of planned spending is expected to occurby the end of July,downfrom66% in 2024. Consumers are value-seeking, with75%(versus 67% in2024)willing to switch to more affordable brands,while65%(versus 62% in 2024)will shop at moreaffordable retailersover preferred ones. 46% plan to shop during the Amazon Prime Day salesfor BTS products,similar to 2024. Theoverall BTS market spend holds relativelysteady at $30.9 billion(flat YoY).Clothing andaccessoriesis up(+6%), whileschool supplies(–3%YoY),tech products (–8% YoY),andhome, health, andother are down(–12% YoY). Private label remains a top way to save money,with51% planning to purchase (same as