The latest consumer trends and popular trends for the 2024 U.S. back-to-school shopping season

Back-to-school spending is expected to hit near-record levels as consumers plan to spend an average of $472 on apparel during the upcoming back-to-school season, according to Cotton Incorporated’s 2024 Lifestyle Monitor Survey.

Back-to-school and college seasons are important times for sellers and consumers alike. Families and students are eager to grab merchandise before the new school year begins. Sellers should anticipate this demand and be prepared to offer a variety of products at competitive prices.

Total back-to-school spending is expected to reach $38.8 billion, the second-highest on record after last year's $41.5 billion. Despite inflation concerns, parents are prioritizing back-to-school essentials, planning to shop early and preparing to spend more.

According to the survey, consumers plan to spend an average of $472 on apparel for the upcoming back-to-school season. That’s more than the $378 they’ll spend in 2023 and less than the $520 they’ll spend in 2022.

The survey found that parents plan to buy 95% of clothing in physical stores, while 70% will be purchased online. Among students aged 13 and above, 89% plan to buy new clothes in physical stores, while 71% plan to buy them online.

The data shows that 84% of parents plan to buy school uniforms at mass stores such as Target and Walmart. Not only that, parents also plan to buy school uniforms at discount stores (62%), clothing specialty stores (55%) and department stores/chain stores (50%). Students plan to shop at mass stores (60%), go to department stores/chain stores (52%), discount stores (51%) and specialty stores (47%).

Notably, almost twice as many students (40%) as parents (22%) plan to shop in person at fast fashion brands such as Zara or H&M. Online fast fashion brand Shein is significantly more popular among students (53%) than parents (40%). The most popular online shopping sites are Amazon (86% of parents and 79% of students) and online platforms of physical stores (70% of parents and students).

While both parents and students cite comfort as the top factor when purchasing clothing, parents prioritize quality and durability over style, while students prioritize comfort and style.

In terms of clothing styles, popular styles of clothing may include preppy and nostalgic styles. The girls market will see bubble hem skirts, low-waist dresses and tube jeans. Leopard prints will be popular in all kinds of clothing, and stripes and plaids will become consumer favorites. Hot colors for girls are expected to be magenta, cherry red, cream yellow and light blue. Boys will tend to tend to casual and classic styles such as loose jeans, graphic T-shirts and dark wash denim jackets. From sweaters to sweater vests, boys' knitwear will continue to grow in the market. And the popular work jackets in men's clothing will become more and more popular among young male groups. Camouflage, stripes and diamond patterns will become popular representatives, while classic colors such as navy blue, red, Kelly green and mustard yellow are expected to be consumer favorites.

The survey shows that T-shirts remain popular, with 48% of students aged 3-15 preferring them. While others prefer hoodies/sweatshirts/sweaters (18%), casual or formal shirts (14%), sports tops (11%) or dresses (11%). Athleisure pieces (such as sweatpants, jogging pants and leggings) and jeans (28%) are expected to continue to be popular (33%). The popularity of jeans will increase with age, as they are only preferred by 20% of preschoolers and kindergarteners (i.e. children aged 3 to 5 years old), but are favored by 35% of teenagers.

In response to changes in consumers, brands such as PacSun launched the "Better in Baggy" campaign, which showcased the street style of fashionable young people from cities to quiet scenic areas through community members' records, highlighting their latest loose jeans styles.

By understanding consumers’ preferences and shopping habits, brands and sellers can better meet market demands, create more attractive products and services, and provide consumers with a better shopping experience.

Author✎ Summer/
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