Back-to-school spending surges 17.3% as parents favor in-store shopping

Mass merchandisers like Walmart, Amazon and Target remain parents' top choices, with 70% of shopping decisions driven by cost-saving opportunities. These retailers attract parents seeking both budget relief and one-stop shopping convenience, with 11.3% planning to shop exclusively at mass merchandisers—significantly higher than any other store category. This shift reflects how inflation concerns are driving families toward retailers that offer both affordable prices and extensive merchandise selection. "Parents are increasing their per-child spending from $329 to $386 this school year, but they're strategically directing those dollars toward mass merchandisers offering both value and selection," said Keisha Virtue, Manager of Retail Research at JLL. "With inflation concerns driving 70% of shopping decisions, parents are maximizing their budgets by focusing on retailers that deliver both necessities and cost-saving opportunities."