A plurality of parents expect to spend the same on back-to-school

The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Why we asked: ’Tis the season.

What we found: Only 34% of parents have started back-to-school shopping as we head into August. Unlike Christmas, back-to-school of course happens at very different times in different regions. Michigan, for example, has a law requiring public schools to start after Labor Day. Some districts start back up at the end of July. 

But now that the season is kicking in, a plurality of parents expect to spend about the same amount as they did last year across a variety of categories like clothing, shoes, supplies and electronics. About three in ten say they will spend more on clothes. Only 17% think they will spend more on electronics (twice as many plan to spend less.) Parents are split on whether the supplies will be more (21%) or less (23%) of a hit to the budget this year.

More insights from this wave of the Ipsos Consumer Tracker:

Fewer Americans are planning to cut back on items due to tariffs

Half of Americans don’t know electric vehicle tax credits are expiring; few are planning a purchase

People still largely prefer humans to create content, not AI

Americans think America’s greatness continues to decline

The Ipsos Vibe Check: Here's how Americans feel about the government this week 

The Ipsos Care-o-Meter: What does America know about vs. what does America care about?