Wealthy Parents Plan 20% Back-to-School Spending Cut, Deloitte Survey Shows

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Summary · why it matters

Deloitte's latest back-to-school survey shows U.S. parents are becoming more cautious with school-related spending, with households earning more than $200,000 planning to cut back-to-school spending by 20% from 2025. The survey, conducted from May 22 to May 29 among 1,207 parents with at least one child entering grades K-12 in the fall, found that families earning more than $100,000 a year expect to spend less this season. Deloitte expects overall back-to-school spending to fall to $557 per child from $570 last year, roughly a 6% decline after adjusting for inflation. Technology spending, especially on laptops and smartphones, is expected to see the steepest drop at 16%, as parents shift more dollars toward clothing, accessories, and classroom supplies. Retailers such as Walmart, Target, Kohl's, and Dollar General are leaning into promotions to attract cautious shoppers, with Walmart and Sam's Club announcing lower prices on thousands of items and Dollar General offering more than 70 items for $1 or less.

Impact on stocks 4

Consumer Staples▼ · 3 stocks
Dollar General Corporation
DG
▼ NegativeDemandrelevance

Survey shows overall back-to-school spending decline, and Dollar General is leaning into promotions to attract cautious shoppers, indicating weaker demand.

Target Corporation
TGT
▼ NegativeDemandrelevance

Survey shows overall back-to-school spending decline, and Target is leaning into promotions to attract cautious shoppers.

Walmart Inc.
WMT
± MixedDemandrelevance

Walmart announced lower prices on thousands of items to attract cautious shoppers, but the overall spending decline may offset; net impact unclear.

Consumer Discretionary▼ · 1 stocks
Kohl's Corporation
KSS
▼ NegativeDemandrelevance

Survey shows parents plan to cut back-to-school spending, and Kohl's is among retailers leaning into promotions to attract cautious shoppers.

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