Back-to-School Resilience: Why Parents Are Still Spending—And What It Means for Walmart Suppliers

Back-to-School Isn’t Optional—Even in a Tight Economy

For many families, back-to-school shopping is one of the most stressful financial events of the year. But according to a new PwC survey of nearly 2,000 parents, that hasn’t stopped them from showing up with their wallets open—albeit with a more value-conscious mindset.

Nearly 75% of surveyed back-to-school shoppers say they’ll spend the same or more this year compared to 2024, with more than one-third expecting to spend more. That’s a telling signal in an economic environment where discretionary purchases are under scrutiny and consumer confidence remains volatile.

“This is just necessary spend every year,” said Kelly Pedersen, PwC’s U.S. retail leader. “It’s people knowing that they’re going to have to get this specific book, or these specific supplies for school or they require technology for their kids.”

What Parents Are Prioritizing—and What They’re Not

Not all categories are created equal in 2025. According to the survey, families are pulling back on higher-ticket, less time-sensitive items like laptops, headphones, and new wardrobes.

Clothing and technology top the list of areas where parents plan to cut back, while core essentials—school supplies, books, and classroom materials—are largely shielded. This distinction gives Walmart suppliers a window into how to adapt assortments, pricing strategies, and promotional cadences.

For instance, value-priced refill packs, bundling options, and evergreen basics are likely to remain resilient. Seasonal resets in apparel, however, may require more nuanced planning, with sharper pricing, smaller lot sizes, or digital testing before scale.

Deals, Discounts, and Digital Shoppers

What’s changing more than the amount parents spend is how they’re spending it.

More than 20% of surveyed shoppers said they plan to use artificial intelligence tools to find the best online deals. Whether that’s via browser extensions, retailer apps, or smart search engines, it signals a more sophisticated shopper who expects pricing transparency and deal discovery to be frictionless.

In physical stores, Gen Z parents are rewriting expectations. Surprisingly, they’re the cohort most likely to shop exclusively in-store for back-to-school needs—more so than millennials or Gen X. This challenges assumptions about younger generations being digital-first, and reaffirms Walmart’s strength in brick-and-mortar as a competitive advantage.

Tariff Tension and the Value Equation

While recent pauses on tariffs have provided short-term breathing room, uncertainty looms. Some retailers, including Walmart and Target, have already signaled price hikes. Consumers, according to PwC’s findings, are increasingly wary—fearing when the next shoe might drop.

That uncertainty plays directly into Walmart’s value-first brand promise. As families seek to stretch their dollars further, trusted price leadership and reliable stock on key items matter more than ever. It’s not just about offering the lowest price—it’s about offering the best perceived value for the household budget.

Implications for Walmart Suppliers

For brands serving Walmart during the back-to-school window, this year’s survey is a strategic blueprint in disguise:

• Anchor to Necessity: Products tied to curriculum requirements, classroom lists, or standard-issue supplies will continue to perform. Don’t guess—align SKUs to regional school needs and past-year sales patterns.
• Flex for Value: Offer mix-and-match bundling, BOPIS-ready packaging, and digital deal support to accommodate both online and in-store shopping behaviors.
• Support the Store: With Gen Z parents leaning into brick-and-mortar, merchandising, in-aisle signage, and last-minute pickup programs should be reinforced.
• Make the Case for Every Dollar: Especially in categories under budget scrutiny—like clothing and tech—brands must sharpen their storytelling. Highlight durability, reusability, multi-use functionality, and cost-per-use to support purchase decisions.

Final Thoughts

Back-to-school may be immune to economic cycles, but how families shop continues to evolve. This year, the theme isn’t cutbacks—it’s calculated choices. Walmart’s ecosystem is uniquely positioned to meet families where they are, across formats and price points. For suppliers, that means leaning into necessity, elevating perceived value, and showing up with agility in both the aisle and the algorithm.

Back-to-school may not be optional—but winning a share of it is. For those ready to adapt, it’s an opportunity hiding in plain sight.

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