sing prices and supply chain uncertainty, Coresight Research is projecting an increase in the average spending per child this year.  However, as Coresight Research analyst Madhav Pitaliya pointed out, back-to-school shoppers are much more strategic and value-focused this year.   Roughly two-thirds of the shoppers Coresight Research surveyed said that inflation would impact their back-to-school shopping, and a slightly higher proportion expected product prices to increase due to tariffs or global supply issues. “As a result, shoppers are prioritizing promotions and bulk discounts, shopping earlier than usual to lock in prices, turning to more affordable options (like private label) or buying fewer items overall,” Pitaliya observed. However, offering discounts to price-sensitive shoppers isn’t the only way that retailers can differentiate themselves during this competitive shopping period.  What retailers need to know about back-to-school shoppers One key detail to note about back-to-school shoppers is that they are all about blending the digital shopping journey with a physical shopping experience.  While hybrid shopping, a mix of in-store and online, remains the dominant approach, PwC’s 2025 report on back-to-school shopping revealed some unique discrepancies between generational shopping patterns. The advisory firm confirmed that millennial (71 per cent) and Gen X parents (73 per cent) are significantly more online-oriented than their Gen Z (57 per cent) and boomer (54 per cent) counterparts. However, PwC’s survey also showed that Gen Z (27 per cent) and boomer parents (30 per cent) are more likely to stick with an in-store-only approach. This data suggests that Gen Z shoppers may be driving a brick-and-mortar renaissance rooted in brand engagement and unique tactile experiences Additionally, Pitaliya noted that the use of online delivery and buy online, pick up in-store (BOPIS) has jumped this year, a shift that was largely driven by higher-income families seeking convenience and speed.  “Consumers are choosing to combine channels — browsing online, comparing prices, then picking up locally — to avoid delays or out-of-stock issues,” Pitaliya explained.  This growing preference for omnichannel shopping indicates that retailers should focus on inventory accuracy, fulfillment speed, and offering consistent experiences across both digital and physical touchpoints to be able to meet shoppers whenever, wherever they are.  The rise of AI in back-to-school shopping Consumers have become more comfortable with AI-powered shopping methods over the past few years. Data released by Adobe in February showed that over half (55 per cent) of US consumers used generative AI to conduct research, 47 per cent used it to receive product recommendations and 43 per cent used it to seek deals. The same holds true for shoppers looking for ways to stay budget-friendly while they hunt down items on their back-to-school shopping lists. “As inflation and tariffs shape pricing dynamics, shoppers are more strategic than ever, looking for deals, comparing options, and researching product availability before making purchases. AI tools help them do all this faster and with more relevance, surfacing tailored product suggestions, price comparisons and real-time stock updates in a way that traditional search engines simply can’t provide,” Pitaliya said. A survey taken by PwC revealed that one in five back-to-school shoppers plan to use AI tools to find online deals this summer, a shift that speaks to the rising comfort with AI amongst mainstream consumers. Pitalya warned retailers that “they should understand the visibility of their products now depends not just on SEO, but also on how well their product data feeds into AI ecosystems, hence they will need to adapt and optimize for AI-based discovery.” He pointed out that user-generated content, like reviews, Q&As and ratings, heavily influence AI relevance engines.  “Retailers who encourage this content and maintain consistency across touchpoints are more likely to get ahead of their competitors who are not adopting such strategies. AI is reshaping the path to purchase, and those who adapt their digital shelf accordingly will be best positioned to capture share in the 2025 back-to-school season and beyond,” Pitalyia concluded.