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Fortune
Fortune
Chris Morris

Fearing tariff-induced price hikes, parents are back-to-school shopping earlier than any year on record

School notebooks in a Target store (Credit: Deb Cohn-Orbach—UCG/Universal Images Group/Getty Images)
  • More families started their back-to-school shopping in early July than in the past seven years. Tariffs and inflation are being blamed for the behavioral shift. The average expenditure per student will be lower this year, but the overall totals are expected to rise slightly.

Reading and ’riting are still important, but as the 2025–26 school year draws near, parents are paying more attention to the third R—’rithmetic.

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