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Back-to-school challenges marketers as shoppers focus on savings

August 10, 2022


Inflation is a top concern for parents this back-to-school season, but signals are mixed on how big an impact this will have on purchasing decisions. As a result, brands and retailers are focused on finding a message that promotes value without sacrificing sales.

The beginning of 2022 teased a sunnier outlook for this year’s back-to-school season following years of pandemic related challenges, but health stressors have been swapped for fears of a recession. Still, projected spending doesn’t reflect a hurting economy, with the market forecasted to hit $34.4 billion, 24% higher than pre-pandemic levels, according to Deloitte’s 2022 back-to-school survey.

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