Back-to-school deals focus on affordability and trends
Retailers slash prices on back-to-school deals with deep discounts and trend-driven offers to attract budget-conscious families this season.
The back-to-school shopping season this year has become a price war, with major retailers introducing steeper discounts than in previous years and using social media trends to attract customers.
Retailers cut prices as families seek affordability
Walmart announced in mid-July that it would offer its lowest prices since 2019 on the 14 most popular school supplies, with some items priced as low as 25 cents. The company also implemented over 1,300 additional price reductions compared to last year. Target followed a week later, stating nearly all of its school supplies were at or below last year’s prices.
Marshall Warkentin, president of U.S. retail for Staples, said customers are particularly sensitive to value this year due to inflation. Staples secured 2025 pricing on key items, including 25-cent folders and 65-cent packs of pencils. He explained that the company wanted to show customers it recognized financial pressures.
Midwestern retailer Meijer joined the effort in July, slashing prices by up to 50% on nearly 200 essential school items. The chain also discounted groceries like instant oatmeal and peanut butter to under $2, targeting budget-conscious families preparing for the school year.
Walmart promoted back-to-school lunch baskets—curated meal sets averaging $2 per serving—as well as a college grocery haul featuring ramen and protein Pop-Tarts for under $35. These offerings reflect a strategy to position the retailer as a one-stop shop for both supplies and everyday essentials.
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The focus on affordability isn’t new, but this year’s discounts are deeper. Last year’s promotions followed a similar approach, though retailers are now starting deals earlier and more aggressively. Amazon moved its Prime Day from July to June, turning summer into an extended shopping event. Competitors adjusted their timelines, creating a longer promotional period.
Social media shapes product trends and marketing
Retailers are also relying on social media to influence purchases. Target announced in June that over half of its back-to-school assortment was new, with thousands of exclusive items across apparel, supplies, and dorm decor. The company described the selection as trend-focused and designed to offer strong value.
Target partnered with women’s lifestyle brand LoveShackFancy on a collection of apparel, accessories, and school supplies, most priced under $25.
Retailers are working with creators to boost visibility. Walmart said it was producing hundreds of pieces of content with creators for the season. Staples encouraged store associates to post about the brand online, citing an employee in upstate New York who built a following sharing company promotions.
The shift toward continuous promotions reflects broader changes in shopping habits. Online shopping has made browsing a year-round activity rather than a seasonal event. Consumers often wait for sales, timing purchases around events like Prime Day or Walmart’s rollbacks.
Retailers aren’t just competing on price—they’re also fighting for visibility where shoppers research products. A report from adtech company Verve found that Amazon dominates nearly two-thirds of back-to-school searches, far outpacing Walmart and Target. Mishel Alon, Verve’s chief operating officer, said the real competition happens before shoppers visit a retailer’s site or store.
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“The decision-making process has evolved with AI and large language models,” Alon said. “By the time someone reaches Amazon or Target, much of the choice has already been made.”
This explains why retailers focus on early-stage marketing. Shoppers increasingly search for specific products rather than browsing stores. Retailers must influence the consideration phase through platforms like TikTok or ChatGPT before a purchase is finalized.
Staples is emphasizing licensed products and fashion items. Warkentin said planners from Sincerely Jules and merchandise tied to Spider-Man, Pokémon, and Super Mario are selling well. The company is running giveaways in August, offering free journals and squishy toys to encourage purchases.
The season remains a critical sales period for retailers. This year’s emphasis on price and social trends shows how the market has changed.
Retailers are also exploring how AI reshapes online shopping to stay ahead of shifting consumer habits.
