"We expect back-to-school spending to be flat to down modestly when adjusted for inflation, mainly driven by middle-income families juggling financial priorities and ongoing inflation perceptions. Retailers can expect headwinds to volume and loyalty as consumers seek to save money.”

Stephen Rogers, managing director, Deloitte Insights Consumer Industry Center, Deloitte Services LP, commented on the 2024 Deloitte Back-to-School Survey. He added, “However, wanting to please their kids, retailers will likely have opportunities to harness the indulgences parents are willing to make."