Back-to-school sales projected to generate $2.7 billion for Australian retailers

Nathan Jolly

January 15, 2025 11:16

Back-to-school sales projected to generate $2.7 billion for Australian retailers

Australian parents are tipped to spend some $150 million more this year preparing to send their children back to school, as back-to-school spending is projected to surpass $2.7 million.

The 5.9% increase from 2024 is driven by population growth and inflation, according to the Australian Retailers Association, who conducted the research in partnership with Roy Morgan.

The findings reveals 5.1 million — close to a quarter of Australian adults — will spend an average of $525 each on back-to-school products – up from an average of $512 in 2024.

Of those surveyed, 44% of Australians making back-to-school purchases said they would be spending more than last year, 23% expect to spend the same, while a third have vowed to spend less.

Of these, 59% are making purchases for primary school, 50% for high school, and just 9% for university or TAFE.

Around 15% of those participating in the sales plan to spend more than $1,000, while 9% are planning on spending less than $100. In-store purchases will make up 65% of spend, with 37% making purchases directly through the school.

Not surprisingly, the most common purchases will be stationary, school uniforms, footwear, books, lunchboxes, and water bottles. Also not surprisingly, women “remain the main household decision maker on back-to-school purchases”, according to the ARA, driving 74% of purchases.

ARA’s chief industry affairs officer Fleur Brown called this spending spike a “welcome cashflow boost” for Australian retailers.

“Back to School sales are the first seasonal moment for retail after Boxing Day and peak season trading,” Brown explains.

“Whilst these are mainly essential purchase items, for many retailers they provide positive momentum to begin the year.

“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.”