Back-to-school shopping season kicks off early, with Americans hoping to dodge tariff impacts

The back-to-school season is already in full swing for many American families, with two-thirds of shoppers starting their purchases early this year. This trend marks a 55% increase in early shopping compared to last year, according to a recent survey from the National Retail Federation (NRF). The early start to back-to-school shopping can be attributed to consumers’ concerns over tariffs and economic uncertainty.

The NRF survey found that more than half of consumers, 51% to be exact, are worried about tariffs impacting the cost of school essentials. With the price of school supplies and books already at an all-time high, families are looking to secure deals and savings before any potential price hikes due to tariffs. President Trump’s recent announcement of steep tariffs on over 20 countries has added to these concerns, especially for items like apparel and electronics that are imported from abroad.

Despite the potential impact of tariffs, families are projected to spend a total of $128.2 billion on back-to-school supplies this year, up from $125.4 billion in the previous year. However, individual spending is expected to be lower, with families planning to spend an average of $858.07 for K-12 students and $1,325.85 for college students. To maximize their budgets, four in five shoppers are planning their shopping around July back-to-school sales.

Retailers are also ramping up their efforts to attract shoppers with back-to-school discounts and promotions. Online giants like Amazon, Target, and Walmart are offering summer sales to entice customers looking for affordable options. Walmart, for instance, has announced lower prices on popular school supplies compared to last year, with 70% of customers planning to spend more time searching for discounts.

In a statement, Phil Rist, executive vice president of strategy at analytics firm Prosper, emphasized that families are prioritizing their students’ success by cutting back in other areas and utilizing buy now, pay later options or buying used/refurbished items. The focus is on ensuring that students have everything they need for a successful school year.

Overall, the early start to back-to-school shopping, concerns over tariffs, and a focus on affordability are shaping this year’s retail landscape. Families are taking proactive measures to secure the best deals and savings as they prepare for the upcoming school year.