CHARLOTTE, N.C – The Deloitte Charlotte 2025 Back-to-School Retail Survey found that local K-12 parents plan to keep their spending steady this year amid economic concerns. Charlotte parents expect to spend $756 on average per child this year, which is only $2 less than what they planned to spend in 2024.
Key findings from the Charlotte survey detail how and where local families intend to spend this season:
- Charlotteans expect to spend an average of $756 per child this year, which is 32% higher than the national average of $570. Spending on tech, clothing, school supplies and products for home and health is all likely to be similar to last year.
- Half (49%) of Charlotte parents surveyed are concerned about higher prices on back-to-school items. Meanwhile nearly 8 in 10 (79%) say their households are in a similar or worse financial situation than last year – marking a 3-year low in Charlotte. Meanwhile, 45% expect the economy to weaken in the next six months, up from 36% in 2024.
- This year, discount formats dominate the top four preferred retail formats for back-to-school: mass merchant retailers (73%), online retailers (64%), off-price retailers (42%), and dollar stores (37%). In search of deals, local shoppers may sacrifice loyalty to stay within budget as 68% say they’re willing to switch to more affordable brands, and 59% report they’ll shop at affordable retailers over preferred ones.
- Despite financial concerns, 68% of local Charlotte parents surveyed say their children’s preferences generally influence them to spend more, and 74% can be enticed to splurge on a first-day-of-school outfit.
- In addition to spending on back-to-school products, 9 in 10 Charlotte parents plan to enroll their children in extracurricular activities, and expect to spend $702 on fees and equipment (on par with 2024).
Check out the full survey here.
