What parents & teens really want

Back to School Shopping 2025 Report

Families are approaching this year’s back-to-school season with both practicality and purpose. From rising prices to shifting shopping habits, parents and teens are making careful choices about what goes into their carts—and why. Knit’s latest study reveals the real drivers behind these decisions, blending quantitative data with rich video insights from U.S. families. The result? A clear picture of what matters most this season, and how brands can connect with both parents’ priorities and teens’ self-expression.

Inside the Report
Back-to-school shopping isn’t just about supply lists—it’s about essentials, emotions, and expectations. This report uncovers how families are balancing budgets, choosing shopping channels, and navigating the tension between practical needs and personal style.

Key highlights include:

  • Essentials take center stage. Clothing (91%), school supplies (90.6%), and footwear (79.8%) top the list of must-buys, while electronics and sports gear take a backseat
  • Shopping channels split by purpose. In-store delivers confidence in fit and feel, while online wins on convenience and price comparisons. The majority of families are blending both approaches for the best of both worlds
  • The parent–teen divide. Parents are hyper-focused on price, while teens place more emphasis on quality and self-expression—creating opportunities for brands to bridge priorities
  • Emotional drivers matter. Teens are excited and optimistic about the new year, while parents are more pragmatic, balancing anticipation with concerns about inflation and rising costs
  • Winners in the market. Nike, Walmart, and Amazon lead the way, but the data also shows room for challenger brands that can offer affordability, quality, or unique value

Why It Matters
The 2025 season is defined by balance: essentials over extras, price over novelty, and connection over generic messaging. For brands and retailers, this means finding ways to resonate with both parents and teens—delivering transparent value, emotional engagement, and smart timing.

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