Tariffs Drive Early, Budget-Conscious School Shopping

In 2025, 67% of American families had begun back-to-school shopping by early July—an increase from previous years—largely driven by concerns over inflation and President Trump's upcoming tariffs on imported goods. Reports from the National Retail Federation and Coresight Research indicate that these tariffs could lead to higher prices for school supplies and apparel, prompting families to shop early and seek out discounts. While overall spending for K-12 and college categories is up, individual family outlays are slightly down as shoppers turn to sales, discount stores, and major retailer promotions. Walmart and Target are competing by offering aggressive pricing, with Walmart promoting school supply bundles for under $65 and introducing new affordable apparel lines. Many families are still holding off on major purchases, waiting for better deals or further clarity on school requirements. Inflation and tariffs remain central concerns, fueling a strategic focus on affordability and value among consumers.