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

CHICAGO, July. 01, 2025 – JLL's 2025 Back-to-School survey of 1,010 parents reveals a 17.3% increase in planned spending this year, with families shifting toward in-store shopping while adopting earlier purchasing patterns and showing heightened price sensitivity.

The survey further highlights that while cross-channel shopping continues to dominate consumer behavior, more than 90% of parents will interact with brick-and-mortar retail experiences, indicating a significant shift from delivery services to in-store shopping. Additionally, more than 56% of parents are concerned about back-to-school products being available when they shop. The largest portion of parents are shopping earlier, with 45% starting before June—a 12-percentage-point increase from 2024—due to inventory shortage concerns. July is the next most popular month.

"Physical stores continue to play a crucial role in back-to-school shopping, with a majority of consumers planning in-store visits while starting their shopping earlier than ever," said Naveen Jaggi, President of Retail Advisory Services, JLL. "With July emerging as the second biggest shopping period behind the holiday shopping season and parents expressing inventory concerns, retailers offering competitive pricing and robust selection are positioned for a particularly strong July as families complete their back-to-school purchases."

Nearly one-third of parents will shop across three or more channels, showing multi-channel strategies remain essential, but fewer families are choosing delivery options than in past years. Malls and open-air shopping centers are experiencing increased popularity, with most parents (46.6%) planning to visit 2-3 retailers to complete their shopping.

"The continued strength of mall and open-air shopping center traffic reflects parents' desire for efficiency and value this season," said Kristin Mueller, President of Retail Property Management at JLL. "With nearly half of parents planning to visit multiple retailers in a single location, shopping centers are perfectly positioned to deliver the variety, experience and cost-saving opportunities families are seeking during this high-traffic back-to-school season."

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."