Where U.S. families spend the most on back-to-school shopping
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U.S. families expect to spend nearly $1,000 on average on back-to-school shopping this year, according to a PwC survey.
- Nearly half expect to spend more than they did last year.
State of play: Families in the Northeast, West and Midwest plan to outspend the national average of $922 — which includes clothes, tech, equipment for after-school activities, books, school supplies and other one-time purchases.
What's happening: Prices are higher, classroom needs have changed and kids have more say over what families buy — including requests for pricier items.
- They're seeing more ads on screens and often using digital wallets to buy things without parental interference, PwC's Kelly Pedersen tells Axios.
The big picture: Total K-12 back-to-school spending could climb around 10% this year compared to last, hitting a record $43.3 billion, the National Retail Federation forecasts.
Reality check: The spending doesn't stop once school starts.
- Households nationwide plan to spend $635 a month on recurring expenses like meals, snacks and tutoring, per PwC.
