When the calendar flips to late summer, two things dominate family shopping lists: school supplies and toys. While backpacks, pencils, and laptops are non-negotiables, toys—especially those tied to learning or stress relief—are playing a bigger role in the back-to-school season than ever before.
Let’s break down the numbers, trends, and a few surprises shaping 2025.
The Big Picture: Back-to-School Spending Soars
The back-to-school market is massive. In 2024, global spending reached about $205 billion, and it’s projected to climb to $319 billion by 2033. In the U.S. alone, families are expected to spend around $128 billion in 2025—with $39 billion of that just for K–12 students.
To put it in perspective: back-to-school is now the second-largest retail season in the U.S., only behind the winter holidays.
Where Families Are Spending
Here’s how American households broke down their budgets in 2024:
- Electronics: $13.7B (35%)
- Clothing: $11.2B (29%)
- Shoes: $7.6B (20%)
- School supplies: $6.3B (16%)
On average, one household spent:
- $309 on electronics
- $253 on clothing and accessories
- $142 on school supplies
With tablets, laptops, and headphones becoming everyday learning tools, it’s no surprise electronics top the list. But classic supplies still matter—pencils, notebooks, and art materials hold their ground, especially in the younger grades.
The Role of Toys in Back-to-School
Toys aren’t just for holidays anymore. Parents and teachers alike see them as tools for easing transitions, reducing stress, and supporting learning.
- The global educational toy market was valued at $59M in 2024, and it’s set to reach nearly $99M by 2034.
- U.S. toy sales hit $29.2B in 2024 and are projected to grow to $42.9B by 2033.
- In the first half of 2025 alone, toy sales jumped 6% in dollar value and 3% in units sold.
The biggest drivers? Educational toys and collectibles. STEM kits, coding toys, and puzzle games are trending with parents, while plushies and trading cards are hot with kids (and, increasingly, adults).
In fact, adults now account for 28% of global toy sales—a reminder that stress relief and play aren’t just for kids heading back to school.
Inflation, Tariffs & Shopping Strategies
If it feels like school supplies cost more this year—you’re right. 59% of U.S. families blame inflation, and 37% cite tariffs on imports as the reason their receipts are longer.
Parents are adapting:
- 41% compare prices online
- 36% buy generic brands
- 24% lean heavily on coupons and loyalty programs
And many are shopping earlier—67% of families started by early June this year—to beat rising prices and avoid empty shelves.
Retailers are responding with their own tactics. Walmart and Target, for instance, rolled out “price lock” programs on basics like pencils, crayons, and glue. Plus, state-run tax holidays in 17 states help families stretch their dollars.
Key Takeaways
- Back-to-school season is only getting bigger, now a $128B juggernaut in the U.S.
- Electronics top the shopping lists, but traditional supplies and learning-based toys still matter.
- Toys are increasingly seen as back-to-school essentials—helping with learning, stress relief, and even social connections.
- Economic pressures are shaping family strategies, with earlier shopping and value-hunting on the rise.
Whether it’s a set of new markers, a plush comfort buddy, or a coding kit, today’s back-to-school season is about more than just getting ready for class. It’s about **equipping kids (and sometimes parents!) with the tools—and toys—that make the transition smoother, the learning richer, and the year ahead a little brighter.
