With the Labubu craze at its height, around a third of parents say their children have requested a bag charm this back-to-school season according to a survey by Intuit Credit Karma. Other popular requests include Stanley water bottles and Nike Revolutions.
But parents have cost-cutting on their minds. A late July survey from U.S. News found that 85% of Americans are concerned about back-to-school prices. Many tariffs are taking effect this August, and economists have warned they could spike the price of common school supplies.
“We’re expecting an average price increase of 12 to 15% across back-to-school essentials,” David Warrick, Executive Vice President at supply chain risk firm Overhaul, told Axios.
Two-thirds of back-to-school shoppers started buying for the coming school year in June to seek better deals, according to the National Retail Federation’s annual survey of nearly 7,600 consumers. But even for parents who haven’t started their shopping, it’s not too late to save. Retailers are stepping up with last-minute discounts while AI-powered tools are helping parents stretch every dollar.
Using AI to Find the Right Fit
A recent PwC survey showed that one in five back-to-school shoppers in the U.S. plan to use AI this year to find deals.
For example, parents are using browser extensions and shopping apps powered by AI, like Honey and ShopSavvy, to automatically compare prices, apply coupons and even predict future price drops. These tools scan multiple retailers in real time and find the lowest-cost version of the same backpack, laptop or calculator.
Parents are also uploading or pasting school supply lists into generative AI tools like Perplexity, ChatGPT and Gemini to search for, compare and purchase products easily. Other parents are using augmented reality tools to “try on” uniforms or shoes virtually—reducing the hassle and cost of returns. According to one estimate, virtual try-on tools reduce returns by 20-40%.
Retail Deals
Retailers are leaning into discounts and rewards to help families get ahead of inflation-driven price hikes to offer strategic savings at a time when every dollar counts.
With many back-to-school costs staying high in 2025, major brands are rolling out deeper-than-usual promotions, bundle deals and loyalty perks aimed at easing the burden on parents.
- Macy’s Back to School page offers deals on well-known brands like New Balance sneakers and Nike sportswear.
- Aldi introduced an ultra-budget school line, selling school polos, portable desks and more for under $10.
- Staples announced thousands of deals on school supplies and will have weekly freebies with purchases through Aug. 16.
- Amazon’s Back to School Shop features bundled and individual deals on school supplies direct from Amazon and up to 70% off top brand kids’ clothing and shoes. Many parents are also taking advantage of all-inclusive school packs to cover the essentials. One TechRadar deals editor “who shops at Amazon for a living” has also curated a list of the best back-to-school deals at the retailer.
- Walmart is slashing prices on core school essentials—up to 52% off laptops, backpacks and supplies. It also just launched Weekend Academy, a tween private label fashion brand offering customers “everything they need for the first day of school” for under $65.
- Mall of America is hosting giveaways, limited-time promotions and events for back-to-school. Shoppers can scan the Mall of America app once per day for a chance to win a gift card or rewards points. The mall plans to give away more than $10,000 in gift cards between Aug. 11-31.
Companies are also finding ways to offer uniforms for less. Amazon and Target are offering deals on a variety of items, and Walmart is advertising school uniforms starting at $4. Parents are also turning to secondhand e-commerce like Poshmark, eBay and Facebook Marketplace. Poshmark’s “school uniform” category highlights items like polos, slacks, skorts and matching sets at “up to 70% off retail.”
Smart Shopping Tips for Parents
- Team up with other families to buy in bulk. Join forces with neighbors, classmates’ parents or PTA groups to buy high-use items like pencils, notebooks, glue sticks or tissues in bulk.
- Shop late for clearance items. After the first week of school, many retailers deeply discount remaining supplies. Stock up then, especially for items you’ll need later in the year.
- DIY it. Use Canva or AI art tools to create custom decals or labels, turning generic supplies into cool, personalized gear, without paying brand-name prices.
- Set up price alerts. You often don’t need big-ticket items the first few weeks of school. Use AI tools like set alerts on big-ticket items like laptops or graphing calculators to notify you when prices drop.
The Bottom Line
In 2025, parents are navigating a high-cost back-to-school shopping landscape with smarter tools and sharper strategies. Retailers are leaning into affordable innovation, leveraging AI-driven tools, dynamic pricing and digital loyalty programs to help families.
Parents are innovating, too. AI-powered deal discovery tools help them track the best prices across platforms in real time. Augmented reality fitting apps allow kids to try on shoes and uniforms virtually, reducing the guesswork (and the returns). And many are finding smarter dupes for high-end items.
In short, back-to-school 2025 is a joint effort: retailers are rethinking how to deliver value, and families are rethinking how they shop. It’s a trend that will continue into next year as costs fluctuate from evolving economic pressures.