Parents Doing Their Homework Before Buying School Supplies

Back-to-school shoppers are hitting the aisles earlier than ever and keeping an eye on costs before they buy, new research by the National Retail Federation has found. But while prices remain top of mind, consumers remain more optimistic than they were four years ago, when inflation was at its peak, Lea Grgich, Senior Research Analyst at the federation,  writes in a back-to-school blog.

Some notable findings from NRF’s survey for the upcoming school year:

*78% of shoppers expect to see higher prices on back-to-school items this year, compared with 84% in 2022.

*51% say they expect to comparison shop more than in past years.

*43% say they plans to shop discount chains.

*40% say they are looking for coupons or sales more often.

“Not every household is viewing prices quite the same way, however,” Grgich notes. “Those earning over $100,000 have seen a steeper drop in concern since 2022’s higher inflation and continue to drive spending. Lower-income households, while less concerned than four years ago, remain worried about prices and are looking for ways to stretch their dollars.”