As students gear up to return to their classrooms, Australia's Back to School (BTS) purchases are projected to generate around $2.7 billion in sales. The projected spend is up $150 million (5.9%) over last year's BTS spending, driven by population growth and inflation.
Research by the Australian Retailers Association (ARA), in partnership with Roy Morgan, reveals 5.1 million (24% of Australians aged 18+) will spend an average of $525 each on BTS related merchandise. This is up from an average of $512 in 2024.
Of those surveyed, 44% of Australians making BTS purchases said they would be spending more than last year, while 23% said they would spend the same and 33% said they would be spending less.
The key findings of the ARA-Roy Morgan Research include:
- Of those participating in the sales, 59% are making purchases for primary school, 50% for high school, and 9% for university or TAFE. Around 4% of purchases are for Post-Graduate (Participants could select multiple options).
- The 35-49-year-old age bracket are set to make up the lion's share of BTS spending, spending an average of $600 each and making up $1.75 billion of the $2.7 billion overall spend.
- Around 15% of those participating in the sales plan to spend more than $1,000, while 9% plan on spending less than $100.
- The most popular purchases will be stationary (mentioned by 55% of respondents), school uniforms (53%), footwear (50%), books (40%) and lunchboxes or water bottles (27%). Other purchases included: school bags, computer or tech equipment, sports gear and home equipment such as desks and chairs.
- Women remain the main household decision maker on BTS purchases with 74% of purchases, followed by men at 14%, guardians at 6% and students themselves at 2%.
- Most (65%) will purchase in-store, with 33% making purchases online and 37% making purchases directly through the school or school suppliers. WA (46%) and SA (40%) had the highest number of respondents planning to purchase This contrasts with NSW where 76% of purchasers intend to buy items in-store.
ARA Chief Industry Affairs Officer Fleur Brown said the projected BTS purchases would provide retailers with a welcome cashflow boost as many Australians return from their holidays and prepare their kids for the school year.
"Back to School sales are the first seasonal moment for retail after Boxing Day and peak season trading. Whilst these are mainly essential purchase items, for many retailers they provide positive momentum to begin the year," she said.
"After a tough year, with interest rates remaining high and household budgets stretched for many families, we expect to see a continued focus on value in the spending activity.
"Typically, uniforms, stationery, books and shoes make up most of the spending, with tech, school bags, lunch boxes and water bottles also highly sought after.
"It remains tough out there for a lot of families. These essentials are a critical focus for families wanting to ensure their kids get off to a strong and confident start for the school year," she said
Many schools provide exemptions and financial support for those experiencing financial hardship - while some State Governments have their own programs to assist.