2022 Deloitte back-to-school survey

For many families, economic sentiment is deteriorating and 54% expect the economy to weaken in the next six months. Many find themselves struggling financially—33% report their household financial situation has worsened since last year (vs. 22% in 2021), and 57% are concerned about inflation’s impact on the cost of school products. However, parents are still making it happen. Thirty-seven percent of parents plan to spend more than last year, which will result in an 8% annual increase, amounting to $661 per child versus $612 in 2021.

The back-to-school market size is estimated to be $34.4B, up 5.8% YoY. While market size continues to grow, it is increasing at a slower rate due to waning K-12 school enrollments.. Today, 8% of parents are currently homeschooling their child (vs. 4% in 2021), and homeschoolers are likely to spend 15% less than the average back-to-school shopper.

After a pandemic-fueled tech spree, replenishment is needed for clothing and school supplies. Back-to-school spend on technology products is down 8% YoY, while traditional products are up 14% YoY. As people are on the move again, in-store share increases to 49% (vs. 43% in 2021), while online slightly decreases to 35% (vs. 39% in 2021). Smartphone usage for shopping increased YoY; however, social media and emerging tech usage both saw a slight decline YoY.

The pandemic has led many people—including parents—to reassess their priorities. Sustainability and mental wellness are a focus for parents, giving retailers an opportunity to address new needs. These two groups are willing to spend—sustainable shoppers spend 22% more than the average and parents who are concerned about their child’s mental wellness spend 8% more than the average.