D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Back-to-college - statistics & facts
College is expensive. Not only do students and parents need to contend with tuition fees and housing, but they also have the back-to-college shopping season to consider. Out of all large seasonal shopping events in the United States, consumers spend the most on this shopping occasion each year. The back-to-college (or BTC) shopping season, which is generally considered in tandem with back-to-school shopping, is a huge source of revenue for clothing, electronic, and school supply retailers. People typically shop for these goods in July and August, but in recent years, the shopping season has extended significantly with consumers starting to look for school supplies as early as June.
In the last five years, but especially in the last two, there has been a sort of boom in the back-to-class industry, with consumers spending more than they used to in practically every category. And while projected expenditures for 2024 were frequently a little lower compared to 2023 (for instance, for food items), the number of dollars spent is not likely to return to pre-pandemic levels, especially since the hefty wave of inflation experienced in the last few years.
Spending on college supplies
The back-to-class season is a big deal in terms of consumer spending in the United States. Annual planned back-to-college spending figures reached nearly 87 billion U.S. dollars in 2024, which is a serious jump compared to two years earlier, but a decline compared to 2023. Overall, the figures have climbed far above the usual in recent years. Unsurprisingly, parents play a central role by providing financial support to their college-going children, not only in terms of tuition, but also through the purchase of a wide range of back-to-college items. For college students and their parents, this season is seen as an investment period. In 2024, college supply spending per U.S. household was expected to reach nearly 1,400 U.S. dollars, once again marking a significant increase compared to the past.What do consumers buy during the back-to-college season?
Many college students buy regular school supplies, clothing, shoes, food items, among other things. And while not everyone will choose this moment to invest in a new laptop, tablet, or similar form of consumer electronic, a considerable share do, and these are usually the costliest items on the list. In the 2024 back-to-college season, U.S. consumer expenditure on electronics or computer equipment was projected to reach about 23 billion U.S. dollars. Spending for this category has been at an all-time high in the last two years, nearly doubling since the 2010s.In the last five years, but especially in the last two, there has been a sort of boom in the back-to-class industry, with consumers spending more than they used to in practically every category. And while projected expenditures for 2024 were frequently a little lower compared to 2023 (for instance, for food items), the number of dollars spent is not likely to return to pre-pandemic levels, especially since the hefty wave of inflation experienced in the last few years.
