ICSC Survey Shows Back-to-School Shoppers Prioritize Value and Deals

The International Council of Shopping Centers (ICSC) released its annual back‑to‑school survey, finding that shoppers are adopting a “value‑first” mindset. 54 % of respondents said they worry about affording everything they need, yet average spending is expected to rise to $944 per household (about $820 for parents) across apparel, electronics, school supplies, home goods and sporting goods.

The majority of shoppers (63 %) plan to buy at discount retailers, and 57 % completed most of their purchases during June promotions such as Amazon Prime Day, Walmart Deals and Target Circle Deal Days. Physical‑store visits remain dominant, with 91 % expecting to shop in‑store and 51 % using buy‑online‑pick‑up‑in‑store options. ICSC President and CEO Tom McGee said the season offers an early view of consumer sentiment and presents retailers an opportunity to meet shoppers with compelling value, convenient fulfillment and positive in‑store experiences.