Back-to-School 2024: Consumer Spending, Shopping Trends & Retail Outlook
How are retailers preparing for the 2024 back-to-school season as consumers continue to prioritize value and convenience?
This report examines the 2024 back-to-school shopping season, analyzing consumer spending expectations, shopping behaviors, and the retail strategies shaping one of the year's most important selling periods. The analysis explores how inflation, promotional activity, and evolving omnichannel preferences are influencing purchasing decisions as families prepare for the new school year.
The report reviews key trends across back-to-school and back-to-college shopping, including online and in-store purchasing behavior, early shopping patterns, promotional events, Buy Online, Pick Up In Store (BOPIS) adoption, and the growing role of marketplace events such as Amazon Prime Day. It also examines how leading retailers including Walmart, Target, Amazon, and department stores are competing for consumer spending through pricing, convenience, and expanded value offerings.
While back-to-school spending remains a priority for many households, the broader story is how consumers are becoming increasingly strategic in when, where, and how they shop. Retailers are responding with earlier promotions, omnichannel fulfillment options, and greater emphasis on value as competition intensifies.
But here's the catch — Strong seasonal demand doesn't guarantee success for every retailer. As consumers spread purchases across multiple channels, seek out promotions earlier in the season, and remain focused on affordability, retailers must determine how to drive traffic while protecting margins in an increasingly competitive marketplace.
Which retailers are best positioned to capture back-to-school demand—and what do 2024 shopping trends reveal about the future of seasonal retail and consumer spending?