Back-to-school shopping starts early |
American families are starting their back-to-school shopping earlier than ever, driven by rising food and gas prices. Retail giants like Amazon, Walmart, Target, and Best Buy have launched promotions ahead of schedule, transforming the late-summer shopping period into a summer sales season. "With the kind of higher gas prices and higher food prices, I am definitely more aware of how I am going to spend my money," said Julie Kelley, a media consultant. Families are expected to spend an average of $922 on back-to-school items this year, a 47% increase from 2025, influenced by higher prices due to the Iran war. Children's preferences are increasingly shaping purchases, with 61% of households allowing kids to add items to online carts after seeing them on social media, according to Kelly Pedersen, PwC's global retail leader.