NEW YORK—It may still be the dog days of summer, and we may still be at the beach, but, with just a few days to go until August, the back-to-school season is creeping up on everyone. In fact, many have already gotten a head start on their shopping, according to the National Retail Federation (NRF), who reports that 55 percent of back-to-school and college shoppers already began their shopping as of early July—though there’s still plenty to do.

The NRF reports that while many shoppers already have their carts half-full, 86 percent of consumers still have at least half of their purchases left to complete. Forty-five percent said this is because they are waiting for sales, while 45 percent said they don’t know for sure what supplies are required just yet. With sales like Prime Day and Target Circle week in July, consumers are hoping for deals: the NRF survey revealed that 85 percent of back-to-school to school shoppers “say they will take advantage of Prime Day and other retailer sales in July to buy classroom staples and other school necessities.”

On the whole, families who have kids in elementary through high school plan to spend an average of $874.68 on clothing, shoes, school supplies and electronics, the NRF reports. This is about $15 less than last year’s record spending of $890.07 but is the second-highest amount in the NRF survey’s history. In the U.S., the NRF expects that total back-to-school shopping spending will reach $38.8 billion, which is “also the second-highest figure on record, after last year’s high of $41.5 billion.”

As reported by the NRF: “Similar to past years, the most popular destinations for back-to-school shopping are online (57 percent), department stores (50 percent), discount stores (47 percent), clothing stores (42 percent) and electronics stores (23 percent).”

College students and their families are expecting to spend more: an average of $1,364.75, which is similar to last year’s record of $1,366.95. The NRF said, “total back-to-college spending is expected to reach $86.6 billion, the second-highest figure in the history of the survey. Last year, total spending was forecast to hit a record $94 billion.”

According to the NRF, “Similar to past years, the top shopping destinations for back-to-college students and their parents are online (50 percent), followed by department stores (35 percent), discount stores (31 percent), and college bookstores, office supply stores and clothing stores (tied at 26 percent).”

Back-to-school spending is expected to be down a little from last year, but still up from years past. Chart via National Retail Federation


These numbers are pertinent to the optical industry as parents begin shopping and planning back-to-school appointments for their children. As parents begin their budgets and their lists, now is the time to remind them of the importance of an annual eye exam for the whole family, particularly before the school year fully kicks off to ensure that kids are able to put their best foot forward in the new year. Utilizing social media, email lists, mailers and special events like back-to-school parties and special sales are great ways for ECPs to get in touch with students in their communities and ensure their eyesight is set for the academic year.

There’s still time to enjoy the summer, of course, but there’s also no such thing as being too prepared. Whether you’re at the beach, in the office, or chilling out in the AC, the time to think about back-to-school eyecare and sales is officially here.

Many ECPs have begun preparing for the back-to-school season, including Eyes of Cresta Bella in San Antonio, Texas. Image via eyesofcrestabella on Instagram


In Allen, Texas, Shannon Vision Care is offering a special back-to-school promo for parents and their students. Image via shannonvisioncenter on Instagram


On the other side of the country, in Wasilla, Alaska, the Wolf Eye Center team also has a special sale set for the back-to-school season. Image via wolfeyecenter on Instagram