Back To School 2028
🇺🇸 🇬🇧 🇨🇦 🇦🇺 🇩🇪 🇫🇷 🇪🇸 🇮🇹 🇧🇷 🇲🇽 August 15, 2028
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Back-to-school shopping is the second-busiest retail season after winter holidays. Parents and students spend billions on supplies, electronics, apparel, and dorm essentials, with peak spending occurring from mid-July through early September.
History & Origins
The back-to-school shopping season emerged in the early 20th century as public education became universal in the United States and families needed to purchase supplies, clothing, and shoes for the new academic year. By the 1980s and 1990s, back-to-school had become the second-busiest retail season after winter holidays. Today, the back-to-school season spans July through September, encompassing K-12 and college spending.
Market Scale & Popularity
Back-to-school is the second-largest retail season in the United States, with total spending exceeding $45 billion in 2025 according to the NRF. The average family with children in K-12 spent approximately $950 on back-to-school items in 2025, while college students and their families spent an average of $1,450.
Business Impact
Back-to-school spending is a critical revenue driver, with US families spending over $45 billion in 2025. For electronics retailers, the period generates substantial laptop and tablet sales. Office supply chains rely heavily on the season, which can account for 20-30% of annual sales.
E-commerce Relevance
Back-to-school is a major e-commerce event, with online channels capturing over 55% of spending in 2025. Amazon dominates back-to-school online sales. Social media and influencer marketing play a significant role, with TikTok and Instagram driving trend-based purchases.
Frequently Asked Questions
When does back-to-school shopping season start?
Back-to-school shopping typically begins in early July, with major retailers launching promotions by mid-July. The season peaks in late July through mid-August for K-12 supplies and extends into September for college students.
How much do families spend on back-to-school?
In 2025, the average US family with K-12 children spent approximately $950 on back-to-school items, while college student families spent an average of $1,450. Total US back-to-school spending exceeded $45 billion in 2025.
What are the best back-to-school deals?
The best deals focus on laptops and tablets, with retailers offering education discounts of 5-10% plus gift card promotions. College students can access exclusive education pricing through programs like Amazon Prime Student and Apple Education.
Is back-to-school shopping only for families with children?
No. While families with school-age children are the primary drivers, back-to-school sales attract a broad audience. College students, teachers stocking classrooms, and adult learners all contribute to spending.
How has e-commerce changed back-to-school shopping?
E-commerce has transformed back-to-school from an in-store August event into a months-long digital shopping period. Over 50% of back-to-school purchases are now made online. Social media platforms like TikTok now heavily influence purchasing decisions.