Houston parents plan to adjust back-to-school budgets this year
2025 Spending Trends
While technology remains the top area of expected spend for surveyed parents at $519 per child, it's down from $687 last year and now makes up 33% of planned spend. Parents also said they plan to spend $307 on clothing and accessories, $193 on school supplies, and $98 on home, health, and other products. Nearly half of the parents surveyed expressed concerns over the potential for price hikes on back-to-school items, with 73% reporting their financial situation is similar or worse than last year.
Value-Seeking Behaviors
Surveyed Houston parents seem to be value-driven, prioritizing discount retailers like mass merchants (69%) and online platforms (64%). In pursuit of deals, they are willing to sacrifice brand loyalty, with 70% opting for more affordable retailers and 63% planning to spread out purchases over time, with three quarters of spending completed by the end of July. Retailers who emphasize unique products, convenience, or the excitement of the first day—such as nostalgic first-day outfits—may stand out, as 78% of parents said they are willing to splurge on that special outfit.
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Lunch is another area where Houston survey respondents indicate they are considering tradeoffs. Nearly half say their children bring lunch from home on most school days, with $226 being the average amount cited as a reasonable monthly spend on lunches. As 58% expect higher prices for packed lunches, many report they are switching to private brands (35%), lower-cost main items (38%), or more shelf-stable foods (28%).
Extracurricular Activities
Nine in ten surveyed Houston parents plan to enroll their children in extracurricular activities, spending an average of $684 per child—higher than the national average of $532.
This continued investment highlights how local families may view extracurriculars as essential, versus optional. Houston parents surveyed believe these activities are important for their children's mental health (88%), for developing skills that artificial intelligence can't compete with (85%), and for keeping kids engaged while parents are at work (73%).
Embracing Technology in Shopping
Houston parents appear to be at the forefront of using technology and social media to enhance their back-to-school shopping experience. 72% of local parents surveyed plan to use social media for finding deals, comparing prices, and discovering new products —outpacing the national average of 41%.
Houston parents who use social media for shopping indicated they are likely to spend 1.3 times more than those who don't, possibly reflecting the influence of digital engagement on purchasing behavior. Generative AI also seems to be playing a growing role, with 67% of Houston parents planning to use AI-powered tools for back-to-school shopping—double the national average (33%).
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In conclusion - Houston parents' reported focus on value, willingness to adapt, and embrace of technology could signal opportunities for local retailers this back-to-school season and beyond.
At the same time, Houston parents appear to be leading the way in adopting new technologies and digital tools to help make smarter, more efficient shopping decisions. Their openness to social media, generative AI, and influencer recommendations is reshaping the way they discover products and engage with brands.
Looking ahead, the Houston market may present a blend of caution and optimism. Many parents report they are prepared to adjust their habits in response to their economic concerns. For local retailers, understanding these shifting priorities—and responding with value and innovation—may be key to building lasting relationships with Houston families, not just this season, but all year long.
The Houston survey polled a sample of 401 parents of school-aged children, with respondents having at least one child attending school in grades K to 12 this fall. Generations are defined as: Gen Z (1997 to 2006), millennials (1981 to 1996), and Gen X (1965 to 1980). The survey has a margin of error of plus or minus three percentage points for the national sample, and plus or minus five percentage points for the Houston sample.
This article contains general information only and Deloitte is not, by means of this article, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This article is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional adviser.
Deloitte shall not be responsible for any loss sustained by any person who relies on this article.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ('DTTL'), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as 'Deloitte Global') does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the 'Deloitte' name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about
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