A survey commissioned by Smarty, a rewards app, found 70 percent of U.S. consumers are starting their BTS shopping earlier than in previous years amid tariff concerns, with dads taking the lead across nearly every category, from spending more to prioritizing quality.

Forty-five percent of 1,024 U.S. adults surveyed in June are shopping for school at least a month earlier, with 24 percent starting two or more months earlier this year compared to previous years. Only 18 percent report no change to their shopping schedule, confirming BTS is no longer just an August event.

The survey was conducted by Propeller Insights.

“BTS shopping has always been a major retail moment, but this year we’re seeing consumers rewrite the rules,” said Vipin Porwal, founder and CEO of Smarty. “Between rising costs, tariff concerns and a desire to get ahead of inventory shortages, families are planning earlier, shopping smarter and reshaping the traditional approach to BTS shopping.”

The survey showed consumers are seeking ways to save money without without sacrificing quality when BTS shopping this year:

  • 36 percent are buying basics in bulk
  • 34 percent are delaying replacements by reusing last year’s supplies
  • 32 percent are participating in school supply swaps
  • 25 percent are coordinating purchases with other parents

Among genders, the survey found 66 percent of men are shopping earlier than usual versus 47 percent of women; 55 percent of men report increased BTS budgets, compared to 37 percent of women; and 33 percent of men are more likely to buy longer-lasting, higher-quality items, compared to 23 percent of women.

Among age groups, Gen Xers were found to be responding most aggressively to economic pressures with 43 percent switching brands or retailers to find better deals while ranking as the top demographic for secondhand shopping and early BTS starts. Sixty-two percent of Gen-X respondents are increasing their BTS budgets – the highest of any generation.

“Shoppers are no longer waiting for August sales – they’re acting now, looking for tools and services that help them save on the spot,” said Porwal. “Promo codes, rebates and cash back will be key to help families stretch their BTS budgets further.”

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