Backpacks vs. Labubu: Parents struggle to balance back-to-school needs and wants
With summer break having hit the halfway mark in mid-July, plenty of families with school-going children are likely drawing up their back-to-school shopping lists, and many of them are nervous about affording what their kids need and want.
More than a third (39%) of parents with at least one child attending school in the fall indicated that they’ll struggle to make the necessary school-related purchases this year (up from 31% a year ago), while another 44% said they plan to take on debt to make those purchases (up from 34% in 2024), according to a new report from Intuit Credit Karma.
The findings are based on a survey conducted in early July of 1,022 adults, 18 and older, with at least one child under the age of 18 attending school after summer break.
The anxiety over this year’s back-to-school shopping comes amid the backdrop of concerns that proposed tariffs could significantly increase prices on key items, ranging from clothing and shoes to backpacks and school supplies, and uncertainty over supply chain hiccups that could trigger product shortages.
“Consumers are being mindful of the potential impacts of tariffs and inflation on back-to-school items, and have turned to early shopping, discount stores and summer sales for savings on school essentials,” Katherine Cullen, vice president of industry and consumer insights with the National Retail Federation, said in a report from the National Retail Federation (NRF) this week.
Labubu fever hits the supermarket aisle
Labubu mania is in full force and there’s just no escaping it.
In its annual survey of back-to-school, the NRF said 67% (up from 55% in 2024) had pushed up their purchases of school items versus last year and that families with children in elementary through high school are expected to spend an average of $858 on clothing, shoes, school supplies and electronics this year, down from $874.68 in 2024.
The average spending on college-bound students is expected to reach $1,326 this year, also down slightly from $1,365 in 2024, the NRF said.
“Regardless of income, families want to ensure their students are set up for success. They are cutting back in other areas, using Buy Now, Pay Later or buying used or refurbished items to have everything they need for the school year,” Phil Rist, executive vice president of strategy with Prosper Insights & Analytics, said in the NRF report.
Backpacks and Labubus
Price-conscious shoppers are adopting a variety of strategies to stay within budget for must-have items.
According to the Intuit Credit Karma survey, families targeted seasonal savings events such as Amazon AMZN 0.00%↑ Prime Day to stock up on discounted school items. Target TGT 0.00%↑ this year said it is maintaining its 2024 prices on key back-to-school items and is again offering $5 and under items that include backpacks, water bottles and wired headphones.
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Parents are also aggressively comparison shopping to score the best deals among competing retailers and turning to discount stores such as Dollar Tree DLTR 0.00%↑ or Dollar General DG 0.00%↑ for the lowest prices, while also targeting hand-me-downs and/or borrowed items.
Among the most financially-stretched consumers, more than half (54%) indicated they planned to sacrifice some grocery necessities to ensure that they can buy the most necessary school items the school year, the report said.
Still, plenty of families said they’re finding it hard to resist caving in to the latest viral trends that their kids are demanding, according to the Intuit Credit Karma survey.
The most-requested items, thanks to TikTok, that kids have already asked for, or expect to get in time for the first day of school are Adidas Sambas or Nike Revolutions, Stanley or Owala water bottles and viral backpack charms — you guessed it — Labubu or Jellycat plush toys.