CHICAGO – U.S. school supply sales reached $1.98 billion in the first six weeks of the back-to-school season (June 29–Aug 9), down 2% from last year, according to Circana. Despite the decline, week-over-week sales rose steadily, capped by a 17% jump in early August.
“The slow start to the back-to-school season, and the early shifts in purchase behavior highlight the consumer’s current spending concerns,” said Ben Arnold, industry advisor, Office Supplies at Circana. “Whether they are waiting for better promotions, opting for different brands, or buying larger or smaller pack sizes, consumers are looking for ways to cut their costs without foregoing school supply necessities.”
Consumers are finding ways to stretch their budgets: average prices are up 1%, while unit sales have fallen 3%. Store brands captured 29% of revenue and nearly half of the units sold, while larger pack sizes of pens, pencils, and chalk saw strong growth.
E-commerce sales outpaced the broader market, increasing 11%, although in-store purchases remain the majority. Circana expects overall office supplies revenue in 2025 to fall 2% from last year, with back-to-school serving as a relative bright spot.
Arnold added, “A higher-cost environment across retail and higher average prices of school and office supplies will inhibit unit demand for some consumers. But school supplies are nondiscretionary purchases during this time of year, and this year’s consumer will clearly go where they will get the best value.”
