Why Parents Are School Shopping Sooner—and Spending More

For the past century, back-to-school shopping followed a familiar schedule tied closely to the school calendar and the retail rush of late summer. But that pattern is changing. According to more than 1,000 parents surveyed for JLL’s 2025 Back-to-School Shopping Report, families are starting earlier, spending more, and reconnecting with the value of in-person retail.

Parents today are juggling rising costs and packed schedules but won’t risk inventory shortages or compromise their child’s preparedness. Across income levels, they’re approaching the season with a deeper sense of purpose. While digital retail drives competition, shoppers are returning to stores for ease, trust, a sense of control, and community.

For landlords and retailers, these key trends represent an opportunity to meet evolving consumer expectations and strengthen brand loyalty:

Families are spending more, but thinking carefully about every dollar

Despite ongoing concerns about inflation, parents plan to spend 17.3% more this year, with the average per-child budget reaching $386. That increase outpaces the current inflation rate of 2.4%, pointing to the weight families place on preparing for the school year and a growing desire to get ahead of the stress before fall arrives.

High-income households earning over $150,000 plan to spend 27% more. Older Gen X parents—often shopping for high school or college-aged kids—will spend an average of $470 per child, which is 21.7% above the average budget for this year.

After years of disrupted routines and unpredictable costs, many families see this season as a chance to regain control, provide stability for their kids, and set a positive tone for the school year. Retailers can support that with value-driven assortments, smart bundles, and product guides that ease decision-making. When the shopping process feels thoughtful and stress-free, it builds trust and deepens loyalty.

Inflation is prompting families to prioritize essentials

While inflation is slowing, recent data suggests price pressures are starting to pick back up and remain top of mind for families. In June 2025, the Consumer Price Index rose 2.7% from the previous year, up from 2.4% in May, according to the Bureau of Labor Statistics. Analysts attribute the uptick in part to newly implemented tariffs.

As a result, 65% of parents say inflation is shaping how they shop. High-income families are especially likely to say they’re affected, and many are cutting back on discretionary items. The share of their budgets spent on those purchases dropped from 70.9% to 63.8% this year.

Over 92% of parents say they’ll use some form of cost-cutting. This includes using coupons, reusing supplies, or shopping secondhand. Younger parents are more likely to buy used, while older parents prefer to cut the number of items they purchase.

Retailers can build trust through transparent pricing, flexible options, easy value comparisons, store brand products, and straightforward promotions that resonate across income brackets and help families feel in control.

Early shopping reflects deeper consumer anxiety

Nearly 45% of parents began or finished shopping before June—a 12-point increase from 2024. The main driver: inventory concerns. More than half of parents say they’re worried about product availability, especially older and higher-income shoppers. Parents planning to shop at malls were also more likely to worry, with 75% expressing at least some concern.

This early shopping trend is less about checking items off a list and more about creating structure and peace of mind during a hectic time. Retailers can respond by launching campaigns sooner, communicating inventory clearly, and supporting staggered shopping windows to reduce the pressure of one big rush.

Physical retail is regaining importance

Nearly one-third of parents will shop across three or more channels this year. More than 90% of parents will shop in person, with malls and open-air centers quickly gaining favor—particularly among high-income families. Only 9.2% plan to shop online exclusively.

Nearly half of parents surveyed say they will shop at only two or three retailers, suggesting a desire for simplicity and confidence. Older parents, in particular, are likely to stick to three or fewer stores. Retailers can meet that need by creating calm, efficient, and well-organized stores that make the shopping experience easier and more enjoyable.

Mass merchandisers are popular for a reason

Perennial favorites Walmart, Amazon, and Target all saw an even greater rise in popularity this year. Seventy percent of parents surveyed list saving money as their top factor when choosing where to shop. Free shipping followed at 55.5%. Mass merchandisers offer both, making them a go-to for one-stop shopping.

More than 11% of parents plan to shop exclusively at these retailers—particularly parents with elementary school kids. Retailers can compete by focusing on the experience and convenience that drive consumer choices—clear signage, thoughtful layouts, and easy pickup, delivery, and return options. Sales and promotions can also help drive repeat visits.

Demographics are shaping shopping behaviors

Back-to-school shopping habits vary widely depending on who’s making the purchases. Lower-income parents spend less and focus on sales, coupons, and thrift stores. Higher-income parents start earlier, shop more broadly, and favor malls, single-category stores, and curbside pickup.

Gender also plays a role. Moms tend to focus on essentials, opt for less expensive brands, and shop later, while dads start earlier, visit more stores, and spend more overall. Parents of younger kids often shop at mass merchandisers, while those with older children are more likely to visit sporting goods, electronics, or department stores.

These distinctions offer important cues for retailers. Knowing who your customers are and what they value—whether it’s speed, affordability, experience, or a combination—can guide everything from product mix to store layout and promotional timing.

An opportunity to lead with purpose

Back-to-school shopping is practical, but it is also personal. It marks a transition point for families—a moment when care, preparation, and routine come together. This season offers retailers a meaningful opportunity to not only serve customers, but to support them.

Retailers who embrace that opportunity will stand out. By listening to families, anticipating their needs, and building spaces that make them feel understood, retailers can become community anchors. That connection builds loyalty that lasts long after the first bell rings.