Back-to-School Shopping in North Texas
At the Neon Elephant in Highland Village, owner Jennifer Kaplinsky has seen an uptick in traffic at the children’s clothing store in recent days as school nears again. The shop, nestled in Highland Village, offers harder-to-find brands, including local labels.
“When the customers come in, they know my apparel is quality and sturdy,“ Kaplinsky said.
Yet back-to-school shopping is not shaping up for what she saw in 2024, when sales rose roughly 20%. This year, she’s expecting relatively flat results. That lines up with prices — which have held steady thanks to her purchases coming early in the year, prior to tariffs becoming a bigger issue.
Approaching Tax-Free Weekend
The apex of back-to-school shopping season is quickly approaching, with the state’s tax-free weekend running from Friday through Sunday. Many school districts, including Dallas and Fort Worth, return to class next week.
The latest on retail openings, closings and trends in D-FW can be found in the D-FW Retail News section.
Related: When is the tax-free shopping weekend in Texas for back-to-school?
Spending Trends in North Texas
The downshift reflects a broader pattern in the region. This year, Dallas-area shoppers expect to spend about $750 per child on back-to-school, according to a survey by Deloitte. That’s a decrease of about 15% from 2024.
Shoppers in North Texas are showing more conservatism about spending as concerns around tariffs persist, while the job picture remains uneven. For example, locals in the Deloitte survey who see a similar or worse situation than last year rose to 73% from 67% in 2024. And 37% expect the economy to worsen in the next six months, up from about a third.
“I think there’s just some anxiety in the system,” said Sam Loughry, principal at Deloitte Consulting, specializing in the retail sector.
Economic Context
Yet there’s some context here. The reduction comes after a huge gain in 2024 — climbing to $885 last year from $707 in 2023. Also, this year, the U.S. average expected spend per child is $570, more than $175 less than the local area.
Related: JCPenney brings on Aeropostale as kids crave ‘dad T-shirts’ and jorts for back to school
In addition, the survey showed that a bigger share of people nationally expect the economy to weaken in the next six months, along with those whose financial situation has not changed or worsened in the last year.
“It’s still strong in North Texas,” Loughry said. “The parents in North Texas are really out there trying to make sure their kids have the best for back to school.”
Owner Jennifer Kaplinsky pictured in her store Neon Elephant, Monday, Aug. 4, 2025, in Highland Village.
Elías Valverde II / Staff Photographer
Product Category Spending
Spending trends can vary by product category. Locally, spending on clothing is projected to be $281, compared to $320 last year. Technology products also are set to decline to less than $500. The decline for school supplies is smaller.
Shopping Destinations
Where are they buying? Mass-merchant stores are still in the lead, followed by online retailers, specialty clothing and other formats. And this weekend will be of particular importance for retailers when Texas provides three days of tax-free shopping.
Kids’ Influence on Spending
However the spending may shake out, the adults with credit cards and cash in their wallets can be persuaded by their kids, the survey shows. More than two-thirds of D-FW parents say their children often influence them to spend more, and over 70% can be enticed to splurge on a first-day-of school outfit.
Conclusion
In conclusion, back-to-school shopping in North Texas is expected to be relatively flat this year, with a decrease in spending of about 15% from 2024. Despite this, parents are still willing to spend money to ensure their kids have the best for back to school. The tax-free weekend will be an important event for retailers, and kids’ influence on spending will play a significant role in shaping the back-to-school shopping season.
Frequently Asked Questions
What is the expected spend per child on back-to-school in North Texas?
According to a survey by Deloitte, the expected spend per child on back-to-school in North Texas is about $750.
What is the main reason for the decrease in spending?
The main reason for the decrease in spending is the anxiety in the system due to concerns around tariffs and an uneven job picture.
Where are people buying back-to-school items?
Mass-merchant stores are still in the lead, followed by online retailers, specialty clothing and other formats.
Do kids influence their parents’ spending on back-to-school items?
Yes, more than two-thirds of D-FW parents say their children often influence them to spend more, and over 70% can be enticed to splurge on a first-day-of school outfit.
