As back-to-school season approaches, many American families are bracing for financial strain. Between inflation, rising tech demands, and evolving expectations, parents are feeling the pressure both emotionally and economically.
To understand how families are managing, CouponFollow surveyed 1,000 U.S. parents with school-aged children. The findings reveal not only how much parents are spending but also the creative ways they're cutting back and coping with stress during one of the year's most expensive times.
Key Takeaways
- Over 3 in 5 parents (66%) said this year's back-to-school season is financially stressful.
- American parents are spending an average of $570 per child on back-to-school essentials this year.
- Over half of parents (54%) said they're spending more on back-to-school shopping this year compared to last.
- Nearly 1 in 4 parents (23%) have gone into credit card debt due to back-to-school expenses, taking on an average of $350 in debt.
- Over 1 in 3 parents (34%) have shopped secondhand for back-to-school items this year.
What Parents Are Spending and Worrying About
- Over 3 in 5 parents (66%) said this year's back-to-school season is financially stressful.
- More than 2 in 5 parents (44%) said back-to-school season is one of the most financially stressful times of the year.
- Back-to-school stress is hitting Gen Z the hardest: 82% said this season is financially stressful, compared to 67% of millennials and 64% of Gen X.
- American parents are spending an average of $570 per child on back-to-school essentials this year.
- Around 1 in 7 parents (15%) are spending more than $1,000 per child on back-to-school supplies.
Top Factors Parents Say Are Driving Back-to-School Price Hikes:
- Inflation: 69%
- Retailer price increases: 64%
- Tariffs or trade policies: 41%
- More expensive technology or product requirements: 25%
- Higher brand expectations from kids: 25%
- Supply chain issues: 15%
Smart Strategies Parents Are Using to Save
- 3 in 4 parents (75%) said retailers aren't doing enough to make back-to-school shopping more affordable for families.
- Over half of parents (54%) said they're spending more on back-to-school shopping this year compared to last.
- Nearly 2 in 5 parents (44%) have talked to their kids about budget or spending limits this back-to-school season.
- 23% of parents have gone into credit card debt due to back-to-school expenses, taking on an average of $350 in debt.
- Gen Z is carrying the most back-to-school debt, averaging $450. Gen X follows at $410, and millennials report the lowest average at $360.
Where Parents Are Cutting Back To Afford Back-to-School Costs:
- Dining out or takeout: 51%
- Summer travel or vacation: 36%
- Streaming services or entertainment: 24%
- Back-to-school shopping (bought fewer items or waited): 23%
- Personal care (haircuts, skincare, etc.): 22%
- Credit card payments or savings contributions: 22%
- Groceries or household essentials: 17%
- Child activities or camps: 15%
Conclusion: Stretching Budgets To Meet Back-to-School Demands
This year's back-to-school season is more than just a shopping sprint. It's a financial balancing act for millions of families. Rising prices are forcing parents to rethink spending, take on debt, and make tough trade-offs.
But despite the stress, many are finding smart ways to save and still meet their children's needs. From secondhand finds to digital discounts, today's parents are showing resilience and resourcefulness as they navigate one of the most demanding times of the year.
Methodology
In July 2025, we surveyed 1,000 Americans to investigate how U.S. parents are financially navigating the 2025 back-to-school season. The average age was 42; 62% were female, and 38% were male. Generationally, 35% were Gen X, 61% were millennials, and 3% were Gen Z.
About CouponFollow
CouponFollow helps online shoppers save time and money by tracking the web's best deals and promo codes every day. Browse our website today to find back-to-school savings at your favorite stores.
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