NRF: 2024 Back-to-School Shopping Season Survey

As of early July, more than half of back-to-school and college shoppers (55%) have already started purchasing items for the upcoming school year, according to a survey released by the National Retail Federation and Prosper Insights & Analytics.

While shopping is well underway, the majority (86%) of consumers still have at least half of their shopping left to do. The main reasons consumers still need to shop are that they are waiting for the best deal (45%) or they don’t know what they need yet (45%).

As retailers kick off their summer sales events like Circle Week, Deal Days and Black Friday in July, consumers are starting to take notice. Similar to last year, 85% of back-to-school shoppers will take advantage of Prime Day and other retailers’ sales in July to purchase classroom essentials and other school necessities.

Families with children in elementary through high school plan to spend an average of $874.68 on clothing, shoes, school supplies and electronics. That's about $15 less than last year's record of $890.07, but the second-highest number in the survey's history. Total back-to-school spending is expected to reach $38.8 billion, also the second-highest number on record, behind only last year's $41.5 billion.

K-12 students have an average budget of $309.35 for electronics ($13.7 billion total), $253.29 for apparel and accessories ($11.2 billion total), $141.62 for school supplies ($6.3 billion total), and $17,043 for shoes ($7.6 billion total).

Similar to past years, the most popular back-to-school shopping destinations are online (57%), department stores (50%), discount stores (47%), clothing stores (42%) and electronics stores (23%).

College students and their families are expected to spend an average of $1,364.75 for the upcoming school year, matching last year's record of $1,366.95. Total back-to-school spending is expected to reach $86.6 billion, the second-highest figure in the survey's history. Last year, total spending was expected to hit a record $94 billion.

The top five categories of college spending included electronics, with an average spend of $359.49 (total $22.8 billion), dorm or apartment furniture, with an average spend of $192.40 (total $12.2 billion), clothing and accessories, with an average spend of $171.06 (total $10.9 billion), food, with an average spend of $149.71 (total $9.5 billion), and shoes, with an average spend of $112.6 (total $7.1 billion).

Similar to previous years, the top shopping destination for returning students and their parents is online (50%), followed by department stores (35%), discount stores (31%), college bookstores, office supply stores and clothing stores (all 26%).