Back-to-school season is here, and retailers are promoting their store brand school supplies and lunchbox favorites.
Target has expanded its value-priced “dealworthy” brand to include school supplies such as notebooks starting at $0.35, composition books starting at $0.50, lunch sacks at $3 and backpacks at $5.
And Kroger has launched the “Back to School List,” an online tool that gives parents access to supply lists issued by teachers from local schools across the United States. Kroger is promoting its store brands for school lunches in what it calls “Big Deal!” packs.
They include:
- Kroger Oven Roasted Turkey Breast or Black Forest Ham, 16 ounces, and Kroger Brand Soft Wheat Sandwich Bread
- Kroger Creamy Peanut Butter, 64 ounces
- Kroger Chewy Chocolate Chip Granola Bars, 36-count package
Consumers are prioritizing value and seeking early deals this back-to-school season, according to the 2025 International Council of Shopping Centers Back-to-School Consumer Survey, which was conducted online in July with 1,009 respondents.
Among the results:
- Nearly half (48%) of U.S. adults will make back-to-school purchases in 2025, consistent with years past.
- Fifty-six % of respondents express concern about being able to afford the supplies they typically purchase due to price increases from tariffs.
- The majority (59%) expect to purchase most of their items in physical stores, up from 54% who said the same in 2024. Only 17% plan to shop fully online.
- Nine in ten back-to-school shoppers say promotions influence their purchases throughout the season, with 46% saying they plan their shopping around specific promotional events like Target Circle Week, Amazon Prime Day, Walmart Deals, or Labor Day sales.
- A large majority (79%) of consumers expect to increase spending compared to 2024, with some attributing the increase to higher prices (37%) and stocking up on supplies for the year (34%).
- As consumers remain price sensitive, 91% of back-to-school shoppers say higher prices will impact their purchasing behaviors this season, driving them to buy items on sale (38%), buy from cheaper brands (29%), comparison shop (29%), and reuse supplies (28%).
- Discount stores remain the most popular type of retailer for 62% of back-to-school shoppers, followed by Amazon (57%), and dollar/variety stores (42%).