- Over a third (39%) of surveyed parents with at least one child attending school this upcoming year report that they are unable to afford back-to-school shopping this year, and 44% plan to take on debt as a result, up from 34% in 2024.
- More than half (54%) of parents plan to sacrifice necessities, such as groceries, to ensure their child(ren) has what they need for the school year.
- 61% are using back-to-school sales to simultaneously shop for the holidays.
Back-to-school shopping is shaping up to be a major source of financial stress for parents this year, prompting many to take on debt, cut back on essentials, and tap into every possible resource to save money.
According to new data from Intuit Credit Karma, even more parents are feeling the financial squeeze heading into this school year than they did last year. Over a third of parents surveyed (39%) with at least one child under 18 attending school this upcoming year report they are unable to afford back-to-school shopping, up from 31% in 2024. Additionally, 44% plan to take on debt to cover back-to-school expenses like clothing and supplies, up from 34% last year.
When it comes to emotional impact, more than half (54%) of parents say the financial burden of back-to-school expenses is a major source of anxiety for them – a sentiment even more pronounced among parents with multiple children in school (62%), compared to those with one child (47%).
Parents’ rising stress around back-to-school expenses also stems from the broader economy, with 60% noting a high cost of living as to why they will spend more money on back-to-school shopping this year. In fact, 38% expect to spend between $501 and $1,500 on back-to-school expenses, and another 48% are willing to take on that amount in debt to pay for their child(ren)’s expenses.
Additionally, 45% say they cannot afford to put their kids in after-school programs, sports, or clubs this year, forcing 32% to consider leaving their job or cutting back their hours in lieu of these programs.
Back-to-school shopping done by any means necessary
This year, back-to-school shopping isn’t just a task, it’s a hustle. A quarter (25%) of parents say they’re starting with no savings set aside, leaving many scrambling to cover costs.
Amazon Prime Day was a key resource for parents, with 69% of parents saying they planned to take advantage of it, along with other summer sales. Additional cost-saving strategies parents are using to manage back-to-school expenses include doing more comparison shopping than in previous years (73%), shopping at discount stores such as Dollar Tree or Dollar General (69%), relying more on buy now, pay later services (44%), and relying on hand-me-downs and/or borrowed items (41%). But the most striking – over half (54%) plan to sacrifice necessities such as groceries to ensure their child(ren) has what they need for the school year.
However, it’s not just notebooks and backpacks filling shopping carts this season. A whopping 61% of parents are using back-to-school sales to simultaneously shop for the holidays. This could be because 54% have also started back-to-school shopping earlier than usual to prepare for tariff-related price hikes and supply shortages.
Families are taking on more costs than ever
What used to be a fairly straightforward back-to-school shopping process has evolved for many parents. While roughly half (47%) still follow the traditional route of purchasing supplies for their child based on a teacher or school-provided list, others are partaking in a more communal approach. Nearly a quarter (23%) of parents say they reference a shared classroom sign-up sheet, such as an Amazon storefront, that all parents contribute to. Meanwhile, 21% have to purchase supplies for their child(ren) individually, and their class as a whole. When asked which method saves the most money, 49% of parents agree that sticking to an individual list for their child is easier on their wallets. The unfortunate truth is that a majority (67%) of parents say they feel their child’s school has passed down more costs onto parents this year compared to previous years.
Social media trends are fueling a new wave of back-to-school spending
Adding to the challenge are the latest TikTok trends, making back-to-school shopping more expensive than ever, with half of parents (51%) saying their children are asking for non-essential items they’ve seen on social media, rather than the basics they actually need for school. But parents aren’t necessarily pushing back. Over half (54%) admit they feel pressure to buy these trending items even when it stretches their budget, likely because 52% say they worry their child will feel left out if they return to school without the latest social media “must-haves.” In fact, the top category parents plan to spend the most money on for back-to-school season is clothing and accessories (41%), coming in well above school supplies at 24%.
As for specific requests, parents report their kids have either already asked for, or they expect them to ask for things like high-demand sneakers such as Adidas Sambas or Nike Revolutions (55%), trendy water bottles like Stanley Cups or colorful Owala water bottles (37%), and viral backpack charms like Labubu dolls and Jellycat’s (32%). Electronics and tech are also high on the list, with 43% of parents saying their children want items like AirPods or iPads.
“Back-to-school shopping can place a significant financial burden on families, often leaving them with little choice but to stretch their budgets,” said Courtney Alev, consumer financial advocate at Credit Karma.“If you’re able, setting aside even a small amount in advance can help prevent reliance on high-interest debt. And, when faced with pressure to buy trending items from social media, consider using it as an opportunity to have a thoughtful, age-appropriate conversation with your kids about money, teaching them the importance of budgeting and prioritizing needs over wants.”
Methodology
This survey was conducted online within the United States by Qualtrics on behalf of Intuit Credit Karma on July 3, 2025, to July 10, 2025, among 1,022 adults ages 18 and older with at least one child under the age of 18 that will be attending school this upcoming year.