The 2025 ICSC Back-to-School Consumer Survey found that nine in ten respondents said promotions influence their purchases throughout the season, with 46 percent stating they plan their shopping around specific promotional events, such as Target Circle Week, Amazon Prime Day, Walmart Deals, or Labor Day sales.

Two-thirds of surveyed respondents were more likely to shop during Amazon’s 4-day Prime Day event this month because the deals were available for a longer period.

A separate ICSC survey examining the role of these retailer-driven promotional holiday sales found that nearly all consumers (91 percent) rely on these promotional events for back-to-school (BTS) shopping.

Similar to other recent surveys, the survey found that parents are shopping earlier this year than in prior years for BTS deals. Fifty-five percent of surveyed respondents started or completed their BTS shopping, a seven percentage point increase compared to 2024.

“Our 2025 Back-to-School Consumer Survey shows a clear trend: Consumers are prioritizing value and seeking early deals this back-to-school season,” said Tom McGee, president and CEO, ICSC. “Retailer-driven promotional events have become a vital part of the back-to-school season and have reshaped when and how consumers shop to take advantage of the best sales. American families continue to spend even as they face an uncertain economic outlook, and successful retailers will continue using creative deals and promotions to entice them to spend throughout the year.”

The survey of 1,009 U.S. adults was conducted online from July 7 to July 9.

Other findings from the 2025 ICSC Back-to-School Consumer Survey include:

  • Nearly half (48 percent) of U.S. adults are expected to make BTS purchases in 2025, a trend consistent with previous years.
  • Fifty-six percent of respondents express concern about being able to afford the supplies they typically purchase due to price increases from tariffs.
  • The majority (59 percent) expect to purchase most of their kids’ BTS items in physical stores, up from 54 percent who said the same in 2024. Only 17 percent plan to shop fully online.
  • While the largest portion (39 percent) of BTS spending will occur in August, that month is likely to see less spending than in previous years, as surveyed respondents shift their spending to earlier in the season.
  • A large majority (79 percent) of surveyed respondents expect to increase spending compared to 2024, with some attributing the increase to higher prices (37 percent) and stocking up on supplies for the year (34 percent).
  • As respondents to the survey remain price sensitive, 91 percent said higher prices for BTS items will impact their purchasing behaviors this season, driving them to buy items on sale (38 percent), buy from cheaper brands (29 percent), comparison shop (29 percent), and reuse supplies (28 percent).
  • Discount stores remain the most popular type of retailer for 62 percent of BTS surveyed respondents, followed by Amazon (57 percent) and dollar/variety stores (42 percent).

Image courtesy Reader’s Digest