德勤-2025年返校季调查报告（英）_26页_3mb

2025 Deloitte Back-to-School Survey Summary

Core Content

The 2025 Deloitte Back-to-School (BTS) Survey highlights how families are approaching the back-to-school shopping season with a more restrained budget, influenced by economic uncertainty and financial constraints. Despite these challenges, parents remain confident in their ability to manage expenses through savvy shopping habits. The survey reveals a clear trend towards value-seeking behavior, with consumers prioritizing cost-conscious choices, promotions, and convenience over brand loyalty and speed of delivery.

The overall BTS market spend is expected to remain flat at $30.9 billion, with clothing and accessories showing a modest increase of 6%, while school supplies, tech products, and home, health, and other categories are projected to decline by 3%, 8%, and 12% respectively. This shift in spending patterns reflects a broader consumer trend of prioritizing essential items and reducing non-essential expenditures.

Main Points

1. Spending Trends

• Expected spending per child: $570 (flat YoY)
• Total market spend: $30.9 billion (flat YoY)
• Clothing and accessories: +6% YoY
• School supplies: -3% YoY
• Tech products: -8% YoY
• Home, health, and other: -12% YoY
• Lower-income parents: +10% YoY spending due to higher prices
• Middle- and higher-income parents: -7% and -9% YoY, respectively, due to economic concerns

2. Consumer Behavior

• Value-seeking behavior: 4 in 10 consumers are making more cost-conscious choices, with this trend increasing since 2024
• Promotional shopping: Parents plan to focus on big promotional events in July, spread out expenses, and trade down to more affordable brands and retailers
• Social media usage: 41% of parents plan to use social media for shopping, with Gen Z leading at 75%
• AI usage: 33% of parents plan to use generative AI for shopping, with Gen Z at 67% and higher trust in AI for shopping (54% for Gen Z, 24% for Millennials, 17% for Gen X)
• Loyalty and convenience: 71% of consumers are willing to wait for free or more affordable delivery, and 57% are open to splurging on a first-day-of-school outfit

3. Retailer Opportunities

• Mass merchants and online retailers: Top choices for parents, with mass merchants increasing from 40% to 46% and online retailers from 21% to 20%
• Loyalty programs: Shoring up loyalty programs is recommended to retain value-conscious customers
• Tech-savvy engagement: Retailers that engage younger generations through social media and AI are likely to benefit from increased spending
• Extracurricular activities: Remain a priority, with 90% of parents planning to enroll children in such activities, though average spending on these is down to $532 YoY

4. Shopping Journey

• Spending timeline: 61% of planned spending is expected by the end of July, down from 66% in 2024
• Amazon Prime Day: 46% of parents plan to shop during mid-July promotions, similar to 2024
• Shopping channels: Parents plan to shop across five retail formats on average, with in-store shopping still preferred for items like furniture and clothing

5. Trends in Value-Seeking

• Private label: 51% of parents plan to purchase private label products over name brands
• Cashback websites: 26% of parents will use them for BTS shopping
• Pre-owned items: 88% of parents don’t feel guilty about sending children to school with pre-owned items, though only 33% plan to do so

Key Information

• Economic anxiety: 52% of parents are anxious about potential price increases for BTS items
• Budget adjustments: 52% of parents plan to cut back on other expenses to fund BTS shopping
• Lunch costs: 48% of parents expect higher lunch prices, with many planning to switch to store brands or shelf-stable food
• Holiday shopping: 96% of parents plan to shop for holiday gifts, with 40% expecting to do so during Amazon Prime Day
• American-made products: 48% of parents plan to prioritize American-made products, with Gen Z leading at 62%

Conclusion

The 2025 survey indicates that families are becoming more value-conscious in their back-to-school spending, with a focus on affordability, promotions, and convenience. Retailers should adapt by leveraging social media and AI for engagement, strengthening loyalty programs, and emphasizing value for money. The shift in consumer behavior presents both challenges and opportunities, particularly for those who can cater to the needs of younger, tech-savvy generations while maintaining cost-effective strategies.