School Supply Shopping Trends Across America

As summer winds down, a familiar ritual begins across America: the back-to-school shopping frenzy. Our new study uncovers trends in timing, spending, and regional preferences regarding this annual practice. From the most expensive grade levels to savvy saving strategies, we've analyzed search data and surveyed over 900 parents to bring you a detailed snapshot of back-to-school preparation across the nation.

Join us as we explore which cities lead the charge, how much parents are spending, and the unexpected ways timing affects your wallet.

Key Takeaways

• The most expensive grade levels are 1st grade, 3rd grade, and Kindergarten.
• Those who shop 2 weeks before school starts pay the least for supplies on average ($127), while those who start more than 2 months before school starts pay the most ($205). 
• Searches for back-to-school supplies have increased 260% in the past month. 
• Nevada is the state with the most searches for school supplies.
• While New York has the second most searches for school supplies in June, they also have students going back to school the latest.
• Portland, OR; Columbus, OH; and Kansas City, MO, are the cities making the most online searches for school supplies. 

Shopping Strategies: Timing, Costs, and Savings

When does America start back-to-school shopping, and how much do they spend? This section answers these questions and offers tips for managing these expenses.

Typically, the back-to-school shopping season kicks off in early-to-mid July, right after Independence Day celebrations – but we found that most parents (26%) have started their back-to-school shopping two weeks before school begins. Interestingly, these last-minute shoppers tended to spend the least, averaging $127 per child. In contrast, those who began more than two months in advance ended up spending the most, averaging $205 per child.

These yearly school supply lists can be particularly pricey for certain school-age groups. The most expensive grades for school supply shopping were 1st grade, 3rd grade, and Kindergarten, in that order. To manage costs like these, parents have employed various money-saving strategies. Their best money-saving tips included:

• Shopping during sales and tax-free holidays (54%)
• Comparing prices online before buying (48%)
• Using coupons and cashback apps (47%)
• Reusing supplies from previous years (47%)
• Buying generic or store-brand products (45%)

Similarly, other recent research shows that 68% of shoppers planned to time their back-to-school purchases this year to coincide with major retail events such as Prime Day, Independence Day, or Labor Day sales. This figure increased from 55% in 2019.

Parents Weigh In

The parents we surveyed had varying thoughts on what school supplies their kids need, how much they cost, and how they should be used in the classroom.

Parents had mixed feelings about communal school supplies, with 2 in 5 believing it's unfair to purchase items that will be collected by teachers and redistributed among students. This highlights a potential area of tension between school policies and parental expectations.

Despite concerns about communal supplies, an overwhelming majority of parents recognized the importance of school supplies for their children's academic success. Nearly all parents (9 in 10) said these materials are important for their child's academic success.

The evolution of technology in classrooms has not necessarily translated to cost savings for parents. More than half of the parents surveyed (57%) felt that even with school-provided laptops, the overall expense of school supplies had not decreased. 

Searching for School Supplies

As back-to-school season approaches, parents nationwide begin searching for school supplies. First, let's look into how different states and cities prepare for the new academic year.

Interest in back-to-school supplies has surged dramatically, with searches increasing by 260% in the month leading up to our study. During this period, Nevada, New York, and Arizona had the highest search volumes for school supplies.

These 15 states showed the most significant interest in school supplies based on their search volume:

1. Nevada
2. New York
3. Arizona
4. Nebraska
5. Minnesota
6. Colorado
7. North Dakota
8. Alaska
9. Hawaii
10. New Mexico
11. Delaware
12. California
13. Oregon
14. Rhode Island
15. Texas

Comparing those states that start looking for school supplies early with their average school start date reveals an interesting trend. States with schools that start later in the year– the second half of August or September– were slightly more likely to start shopping early. For example, New York, where most schools will return in the first week of September had the second most back to school searches per 100,000 residents in the month of June. Other early-shopping states such as Minnesota, Delaware, and Oregon also had high numbers of searches, but most don’t return to school until September.

Conversely, in many states where schools start earlier, search volume was not as high. Students in Mississippi return to school as early as the last week of July, but the state and the third fewest searches. States such as South Carolina, Alabama, Georgia, and Louisiana all have average start dates in the last week of July or first week of August, but still have some of the lowest numbers of back to school searches.

At the city level, Portland, Oregon; Columbus, Ohio; and Kansas City, Missouri, led the pack in school supply searches. The top 10 cities with the highest search volumes were:

1. Portland, OR
2. Columbus, OH
3. Kansas City, MO
4. Rochester, NY
5. Orlando, FL
6. Atlanta, GA
7. Rockville, MD
8. Minneapolis, MN
9. Miami, FL
10. Salt Lake City, UT

Conversely, New Jersey, Mississippi, and West Virginia showed the lowest search activity for school supplies, potentially suggesting varying levels of preparedness or differing school-start schedules across regions.

Calculators, notebook paper, and graphing calculators topped the list as the most searched for

school supplies across the country. These items tend to reflect the needs of students across various grade levels, from elementary through high school. Graphing calculators are often essential for high-school math courses, while scientific calculators may be required for other specialized subjects.

We also saw some regional variations in supply preferences. Rhode Island was the only state where pencils were the most popular search item. California, meanwhile, was unique in its primary interest in markers. The southern states showed a particular focus on Expo markers and notebook paper, while other regions demonstrated a more diverse range of supply searches.

Getting a Head Start

From the early birds in Nevada to the last-minute bargain hunters, we've seen how timing and location can significantly impact the back-to-school experience. Our data points to the ongoing importance of traditional supplies even in our digital age, while also showcasing parents' resourcefulness in managing these annual expenses.

As we look to the future of education and school preparation, one thing remains clear: Back-to-school shopping continues to be a significant event for families across America. Whether you're a planner starting months in advance or a procrastinator hitting the stores just before the bell rings, you're part of a nationwide phenomenon that shapes our children's education as well as our local economies and communities.

Methodology

For this study, we looked at the search volume on Google Trends of 20 different back to school related keywords for all 50 states and 182 of the biggest cities in the country for the past month. We also surveyed 907 parents of school-aged children about their experiences and opinions on back to school supplies. Among them, 4% were baby boomers, 36% were Gen X, 59% were millennials, and 2% were Gen Z. Some percentages in this study may not total exactly 100% due to rounding.

About Prodigy Education

Prodigy Education is a global leader in game-based learning. Our mission is to help every student in the world love learning, motivating millions worldwide via fun, secure, and accessible curriculum-aligned gameplay experiences. At Prodigy Education, we believe maximizing student motivation helps develop a lifetime love of learning. Prodigy's approach to fun, game-based learning means kids no longer have to choose between homework and playtime. Visit www.prodigygame.com to learn more.

Fair Use Statement

Feel free to distribute this information non commercially, but please credit Prodigy Education with a link back to this original page.