American families are hitting the aisles earlier and shopping smarter than ever, as new survey data from ICSC shows value reigns supreme for the 2025 back-to-school season. Survey Snapshot: Americans Adjust for Deals, Price Hikes, and Uncertainty The International Council of Shopping Centers (ICSC) surveyed 1,009 U.S .
adults from July 7–9, 2025, capturing the latest trends in consumer shopping behavior during the critical back-to-school window. Key Findings 48% of U.S. adults plan to make back-to-school
purchases, continuing the steady participation seen in recent years. 56% worry about affording their usual supplies, citing tariff-driven price increases. 59% expect to buy most items in physical stores (up from 54% last year); only 17% plan to shop exclusively online.
Promotions Take Center Stage Promotional events drive behavior: 90% of shoppers say sales and promotions influence their purchasing decisions, and 46% plan their shopping around high-profile promotional calendars like Target Circle Week , Amazon Prime Day , Walmart Deals, or Labor Day sales.
Longer deals win: Two-thirds were more likely to participate in this year’s Prime Day because deals lasted longer. A standout 91% depend on these retailer-driven holidays for their back-to-school shopping.
Consumer Spending Patterns: Earlier and More Price-Sensitive 55% of shoppers had started or completed their back-to-school shopping by July—up seven points from 2024. August will account for 39% of back-to-school spending, but this is a decrease as consumers move purchases earlier in the summer…
