2025年返校季调查报告（英）

Authors Natalie MartiniVice chair, US retail andconsumer products sectorleaderDeloitte & Touche LLP Lupine SkellyRetail research leaderRetail, wholesale, and distributionConsumer Industry Center Kusum ManojRaimalaniSenior analystRetail, wholesale, and distributionConsumer Industry CenterDeloitte Support ServicesIndia Brian McCarthyPrincipalRetail, wholesale, and distribution,and consumer products Stephen RogersExecutive directorConsumer Industry CenterDeloitte Services LP Table of 2 Cheat sheet Authors 7 Survey findings Executive summary Executive perspectives Asyoungergenerationsnavigatewaystovalue-seek,they’returningtotechnologytofindthebestdealsandcompareprices.Specifically,they’reusingsocialmediaandartificialintelligenceat muchhigher ratesthanolderparents,potentiallyreshapinghowretailerscanenticeyoungercohorts.Forretailersthatcanappealto Inour18thannualBack-to-School(BTS)Survey,familiesaresharpening pencils and their budgets.They’re Executive approachingtheirsecond-largestannualspendingevent1witha note of restraint,given current economic andhouseholdfinancial positions.Despite the uncertainty,parentsappearconfident theycanreplaceclothingandrefillbackpacks by leaning on savvy shopping habits they’vehonedduringthepastfewyearsofhighprices. Therewillbeotheropportunitiesforretailersaswell.Ninein10shopperssurveyedsaytheirchildhasamust-haveBTSiteminmindand62%saytheyare OurrecentConsumerSignalsworkindicatesthat4in10consumersare showing signs of value seeking:makingmorecost-consciouschoices,deal-drivenpurchases,andconveniencesacrifices.Thistrendhasbeenonanupwardtrajectorysince the fall of 2024 and the behavior isshowingupinourBTSfindingsaswell.Parentssurveyed So,whatdoesthisvalue-seekingenvironmentmeanfortheyearaheadandtheholidayseason?Timewilltell,but retailers may be wise to use BTS to test Note: All figures are in US$. Sources: (1) US Chamber of Commerce;(2)Deloittecalculations of BTS spend based on annual consumer surveyprojections (n = 1,203) and K-12 enrollment figures from the Executive Sharpening pencils and budgets Value seekers get savvy 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 also Families are taking a cautious approach to theBTS season as economic expectations andhousehold financial positions dip to the lowest Younger generations’ tech-first shoppingapproaches are contributing to newexpectations around engagement. Nearly Cheat sheet Consumer preferences Spending trends Shopping journey In 2025,61% of planned spending is expected to occurby the end of July,downfrom66% in 2024. Parents surveyed plan to spend$570 per child on BTSitemsthis season (flat YoY). The cautious spendingcomes as economic expectations and financial Consumers are value-seeking, with75%(versus 67% in2024)willing to switch to more affordable brands,while65%(versus 62% in 2024)will shop at more 46% plan to shop during the Amazon Prime Day salesfor BTS products,similar to 2024. Private label remains a top way to save money,with51% planning to purchase (same as 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, and Parents plan to shop acrossfive retail formats onaverage,similar to2024. Cashback websiteswill be used by26%of surveyedparents. Mass merchants (83%versus 77% in 2024) and onlineretailers (68%versus 65% in 2024) are top destinationsfor those surveyed,as consumers continue to value-seek. Lower-income parents (+10% YoY)are expecting tospendmorebecause ofhigher prices,whilemiddle-income (–7% YoY) and higher-income (–9% YoY) Consumers (71%) are willing to wait longer fordeliveryif it’s free or more affordable. 32% plan to spend most of their budget in-storewithanaverage spend of $501,while24% plan to spend 88% don’t feel guilty aboutsending their children toschool withpre-owned items(versus 74% in 2024), butonly 33%plan to do so. 90% of surveyed parents plan to enroll theirchildren in extracurricular activities(versus 86% in2024) and plan to spend $532(versus $582 in 2024) on 41% of BTS shoppers surveyed plan to use socialmediain their shopping journeyand typicallyspend 1.8xcompared to those who do not use social media. Consumers are becoming morecomfortable using AIthan six months ago (40%)and33% plan to use it forBTS shopping,with Gen Z embracing it at an even higher 62% say their children often influence them tospend more(same YoY) and57% can be enticed to Spending Families look to keepBTS budgets tight Consumer price index, percentagechange(May 2021to May 2025):1 Economic uncertaintyand household financial 52% of parentsare anxious about thepotential for higher prices onBTS items1 Note: n = 1,203.Questions: (1) To what extent do you agree