Back-to-School Spending (2010–2024)
The back-to-school season has traditionally been one of the busiest shopping periods of the year in the United States. This typically happens from July to September, when parents across the country purchase supplies to prepare their kids for the new school year.
So, how much do US consumers spend on back-to-school supplies? Here’s an in-depth look at key back-to-school shopping trends.
Key back-to-school spending statistics
- In 2024, total expenditure on back-to-school supplies is projected to be $38.8 billion, representing a 6.5% annual decrease.
- Electronics or computer-related equipment will be consumers’ biggest back-to-school expenditure, with spending totaling $13.7 billion. Clothing and accessories are the next-biggest expense, with $11.2 billion.
- As many as 57% of consumers will purchase back-to-school supplies online, while exactly half (50%) will do so in department stores.
- As of early August, the average consumer has completed 51% of their back-to-school shopping.
Back-to-school spending: 2010–2024
|
Year |
Total back-to-school spending |
Annual change |
|
2007 |
$18.4 billion |
|
|
2008 |
$20.1 billion |
+9.2% |
|
2009 |
$17.4 billion |
-13.4% |
|
2010 |
$21.4 billion |
+23.0% |
|
2011 |
$22.8 billion |
+6.5% |
|
2012 |
$30.3 billion |
+32.9% |
|
2013 |
$26.7 billion |
-11.9% |
|
2014 |
$26.5 billion |
-0.7% |
|
2015 |
$24.9 billion |
-6.0% |
|
2016 |
$27.3 billion |
+9.6% |
|
2017 |
$29.5 billion |
+8.1% |
|
2018 |
$27.5 billion |
-6.8% |
|
2019 |
$26.2 billion |
-4.7% |
|
2020 |
$33.9 billion |
+29.4% |
|
2021 |
$37.1 billion |
+9.4% |
|
2022 |
$36.9 billion |
-0.5% |
|
2023 |
$41.5 billion |
+12.5% |
|
2024 |
$38.8 billion |
-6.5% |
Back-to-school spending: 2024
According to the latest back-to-school statistics from the National Retail Federation, the total planned back-to-school spending for 2024 is $38.8 billion. This marks a year-over-year decrease of 6.5% and follows a 12.5% surge from the previous year. It is also the second-highest annual expenditure, after the record $41.5 billion set in 2023.
Despite some declines over the years, back-to-school spending trends show that expenditure has generally been increasing. In fact, 2024’s expected spending is more than 1.5 times what it was in 2010.
The average back-to-school spending per household is also forecast to fall this year, to $874.68—a 1.7% dip from last year’s $890.07.
Back-to-school shopping trends: 2024’s top expenses
The top back-to-school category on which parents are expected to spend the most this year is electronics. Spending in this category will total $13.7 billion, which is 9.9% less than what consumers forked out for electronics in 2023.
The second-largest spending category for back-to-school supplies is clothing and accessories, at $11.2 billion, 6.7% less than the previous year. This is followed by $7.6 billion on shoes—a marginal decrease of 2.6%.
Back-to-school retail trends: where are consumers shopping?
|
Shopping channels |
Percentage of consumers planning on purchasing back-to-school supplies via these places |
|
1. Online |
57% |
|
2. Department store |
50% |
|
3. Discount store |
47% |
|
4. Clothing store |
42% |
|
5. Electronics store |
23% |
In terms of where consumers are shopping for back-to-school supplies, the latest statistics show that consumers’ top choice is online stores. More than half (57%) of all back-to-school shoppers plan on purchasing their supplies on the internet.
This is followed by department and discount stores, where 50% and 47% of consumers plan to get their school supplies, respectively. Clothing and electronics stores round out the top five places consumers will be shopping for back-to-school items.