Back-to-school shopping in the US remains a vital retail event, driving billions in consumer spending and offering smart retailers targeted opportunities to boost end-of-summer sales. With our Mobilytics tool, we analyzed which brands are seeing a surge in back-to-school shopping this season, uncovering key trends and market hotspots that retailers can leverage to maximize impact and sales.
The Dynamics of Back-to-School Shopping
Back-to-school budgets remain high, with families spending an average of $858.07 on supplies, clothes, and electronics for K-12 students in 2025, and college households going even higher. Most consumers (67%) begin shopping early in July, actively searching for deals due to concerns over inflation and tariffs. The top retail destinations include:
Online retailers: Amazon, Target.com, Walmart.com
Department stores: Macy's, Kohl’s
Discount stores: Walmart, Target, Dollar General
This trend reflects a shift towards omnichannel shopping, with more than half of shoppers purchasing both online and in-store, often using buy-online-pick-up-in-store options for convenience
Which Categories Are Seeing Year-over-Year Increases in Traffic?
Analyzing recent data from Mobilytics reveals interesting shifts in consumer behavior around back-to-school shopping categories in 2025. Traditional winners like sportswear & athleisure and footwear continue to see strong year-over-year (YoY) growth in foot traffic, driven by parents and students prioritizing comfort and style. Additionally, office supplies and apparel categories show consistent YoY increases, reflecting sustained demand for essential school items.
Meanwhile, some emerging categories are gaining unexpected popularity. For instance, furniture & home furnishings are experiencing a significant boost as families prepare home study spaces, while off-price retailers and thrift stores are attracting value-conscious shoppers focused on budget-friendly options. This trend reflects a broader consumer shift toward value and sustainability.
Geographically, Western states like Oregon, Washington, and Utah report the highest YoY growth in retail visits across these categories, offering crucial insights for retailers planning localized marketing and inventory strategies during the back-to-school surge.
Mobilytics Data in Action: Brand Examples
Retailers who use Mobilytics gain actionable insights, such as:
Walmart’s Texas and Florida stores see a surge in school supply traffic in late July, informing localized ad spend.
Target identifies growth in eco-friendly purchases among college students in California, adjusting inventory.
Kohl’s reports increased coupon redemption in Midwestern suburbs, leveraging loyalty data for targeted offers.
Final Thoughts
Back-to-school shopping in 2025 is multifaceted, with early shoppers, price-conscious parents, and digitally savvy college students driving demand. By harnessing Mobilytics, US retailers can deliver dynamic, data-driven campaigns that capture the spirit and the sales—of the back-to-school season during these pivotal end-of-summer weeks.
