Although schools in some parts of the country just wrapped up their academic year in late June, other institutions are set to welcome students back in early August. That means that even as the air is still clearing after Fourth of July fireworks, retailers and brands are focused on meeting the needs of consumers looking to stock up on supplies and other typical back-to-school (BTS) essentials.

Circana’s multi-industry and cross-category research points to a variety of trends — and business opportunities — as students from preschool through college move up a level.

The ABCs of Fashion

BTS season for clothing, footwear, and accessories isn’t as short of a window as it once was: While consumers are buying shoes and backpacks before the bell rings on the first day of school, the apparel selling season is now more of a marathon than a sprint and stretches from midsummer through Labor Day and even through the holidays. Ongoing economic uncertainty is contributing to that extension, as consumers cling a little tighter to their proverbial pocketbooks and spread out their purchases. 

That said, some fashion elements are getting high grades from consumers as they refresh their wardrobes for a new academic term. Circana’s data points to denim as a bright spot, popular among teens and now migrating down to children between the ages of five and 12. As denim grows, so does clothing that pairs well with jeans, such as T-shirts and other casual tops. Within denim, wide-leg pants are trending, which complement footwear like lower-profile shoes.

On the topic of footwear, Circana’s research confirms that sneakers are the top category on the cusp of a new school year. As the peak season approaches, low-profile and Mary Jane-style sneakers are attracting interest and ringing up sales. 

Don’t forget the backpacks, because students, parents, and caregivers sure don’t: About 85% of parents told Circana last year that they bought a backpack for their child. In 2025, total everyday lifestyle backpacks dollars grew 3% with a 2% bump in units. The licensed market in backpacks gained share, a trend that’s expected to continue this year, too, with the release of several new family movies and the airing of global sporting events. Still, lingering economic volatility may result in softer backpack sales this season compared to last year.

Plugged In

Computers led category growth during the 2025 BTS season. Dollar sales of computers rose 7% vs. last year, with unit sales up 11% in that same Q3 time frame. Another tech-related segment, stereo headphones, was the second fastest dollar growth category, ticking up 6% in dollar sales and 3% in unit sales.

The Supply Side 

What’s in students’ desks, lockers, and backpacks as they gear up for learning? A look back at 2025 provides some signals. Last year, dollar sales of two category basics — writing instruments and art and craft paper — rose 2% while unit sales remained flat. Other items on perennial BTS lists dipped last year: Index cards and looseleaf paper slid 3% in dollar sales and calculators fell by 3% in the same period, perhaps reflecting the increasing role that digital learning plays in today’s educational programs and how budget-minded parents may be using supplies on hand from the previous term.

Food for Thought

BTS shopping lists also include food and beverages for school meals and snacks, as well as for after-school activities. Circana’s research shows that juices and refrigerated fruit drinks were the top two BTS-related food/beverage categories by period-over-period volume change. Other lunchbox staples in 2025 included refrigerated milk/milk substitutes, cookies, other salty snacks, and ready to eat cereals. From a growth perspective, yogurt and yogurt drinks posted gains last year, fueled in part by consumers’ prioritization of protein and innovative new products.

Brands that want to lean into lunchboxes can also take a cue from findings featured in a recent Circana webinar on snacking. Data shows that younger children tend to eat more better-for-you options during the school day, such as fresh fruit, fruit cups, yogurt, and meal kits. As they move into their teens, youngsters shift to candy, cookies, and chips, reflecting greater autonomy, stronger cravings, and increased influence from social norms and peers.

Higher Potential for Higher Ed

Circana’s research confirms that dorm essentials such as sheets and pillowcases and fans tend to sell more in the early summer weeks after students receive their room assignments. Other products, such as fans and refrigerators, are typically purchased closer to move-in dates.

In addition to promoting products to incoming first-year college students, home and general merchandise brands can tap into other opportunities to boost sales during the time when undergraduates and graduate students and their parents are preparing for a move into off-campus housing. Students who rent often need to buy many household products, such as cleaning supplies, dishes, kitchen gadgets, air fryers, and vacuums, among other items. Such opportunities are expected to persist: The U.S. Census Bureau projects that the population of young adults between the ages of 20 and 24 is expected to rise between now and 2030.

Ultimately, the back-to-college period is a chance for brands in the home industry to build a relationship with shoppers, given that this is an emotional time of students’ and parents’ lives.