今年返校支出可能保持不变

As retailers gear up for the back-to-school (BTS) season, families are faced with another year of high prices and shrinking budgets amid the daunting task of purchasing clothes, shoes, accessories, supplies, and technology for kids from kindergarten through twelfth grade. Parents will struggle with allocating enough funds for necessities with indulgences, while the cost of school supplies have swelled 24.5% in the last four years.

An annual study by Deloitte found that households will spend an average of $586 per child on BTS, roughly the same as last year with middle-income families spending 11% less, and low-income families spending 4% less from last year. This will likely translate into more promotions from retailers like Target (NYSE:TGT) and Walmart (NYSE:WMT), both of which step up promotional activity leading into the BTS season, but also offer deals early in the season. Accordingly, 66% of the BTS budget will be spent by the end of July to capitalize on deals.

Of the total $31.3B in BTS spending, the majority ($12.6B) will be spent on clothing and accessories, unchanged from last year, $7.4B on school supplies, unchanged from last year, and $2.7B on furniture, personal hygiene, and other items, a 22% gain from last year.

But spending on technology (DELL, HPE, AAPL, BBY) this year is expected to be down 11% to $8.6B as many households already updated their hardware and software needs during the pandemic for remote work and at-home schooling. While the replacement cycle is 4–5 years, the need to replace technology will be eclipsed by out-of-pocket expenses for essential BTS supplies.

The top destinations for value and convenience (TGT, WMT) are facing more competition from online retailers (NASDAQ:AMZN), as 7 in 10 of those surveyed prefer conveniences like free shipping, easy returns, and convenient locations. Multichannel retailers comprise 80% of the BTS spending, up from 73% last year, while 70% of respondents plan to shop in-store and online, up from 66%.

Thirty percent of respondents will use social media (META, SNAP, RDDT, PINS) to help BTS shopping, up from 22% last year, while 13% will complete their purchases on social media.

Extracurricular activities will cost families another $582 in fees and equipment benefiting retailers like Dick’s Sporting Goods (NYSE:DKS), Hibbett’s (NASDAQ:HIBB), Amer Sports (NYSE:AS), Academy Sports (NASDAQ:ASO), Topgolf Callaway Brands (NYSE:MODG), Foot Locker (NYSE:FL), and Big 5 Sporting Goods (NASDAQ:BGFV).

More on Amazon, Amer Sports, Inc., etc.

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