Back-to-school shopping is in full swing, and with it, the popular trend of 'backtoschoolhauls.'

• The "underconsumptioncore" trend on TikTok has been replaced by the start of the back-to-school shopping season, along with the popular trend of "backtoschoolhauls."
• The new tagline emerges quickly after a campaign promoting spending restraint.

The back-to-school shopping season began earlier than ever, despite a recent surge in interest in "underconsumptioncore" and "conscious consumerism" movements that aim to curb social media-driven spending.

Over 55% of students and families have begun purchasing school supplies for the upcoming academic year, as per the National Retail Federation's data from the start of July.

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Retail strategies have largely driven the increase in the start time of the back-to-school shopping season, according to Cassandra Happe, an analyst at WalletHub.

In 2024, sales events like Target Circle Week and Amazon's Prime Day began earlier with the intention of attracting early-bird shoppers and gaining a competitive advantage, according to Happe.

Back-to-school spending could reach nearly $40 billion

According to the NRF, families with children in elementary through high school plan to spend an average of $874.68 on school supplies, which is $15 less than the previous year's record of $890.07.

This year's back-to-school spending, including for college students, is predicted to reach $38.8 billion, according to the NRF. This is the second-highest amount ever, following last year's $41.5 billion, which marked the most expensive back-to-school season to date.

Nearly one-third of parents, or 31%, said they cannot afford back-to-school shopping this year, and 34% expect to take on debt to cover the cost of supplies, according to a report by Intuit Credit Karma.

The increase in the cost of backpacks for families during the new school year can be attributed to higher prices. CNBC used the producer price index to monitor the inflation of items typically purchased for students between 2019 and 2024.

A Deloitte survey found that starting earlier may provide the best opportunities to find the best deals when household finances are tight.

"This method may result in higher spending due to escalating costs and the allure of impulsive purchases, according to Happe. Parents may end up spending more in total, particularly on expensive items and electronics."

A report by WalletHub found that over 75% of parents believe that schools ask them to buy too much during back-to-school season.

The must have items of the back-to-school season

"TikTok has seen an earlier start to back-to-school hauls than ever before, according to Casey Lewis, a social media trend expert and founder of trend newsletter After School," said Casey Lewis.

Lewis began seeing shopping hauls, outfit ideas, and calls for advice about the best shoes and backpacks to buy this year as soon as the Fourth of July holiday weekend ended.

Deloitte found that 85% of parents could be swayed to spend more on a "must-have" item or brand, even with tight budgets.

This year's wish lists are being topped by low-rise jeans, $110 Adidas Campus sneakers, and Jester backpacks from North Face, which cost $75 or more, according to Lewis.

"The pressure to maintain the right appearance is immense, especially for young people who are constantly bombarded with new trends," Lewis stated. "Their popularity and coolness are often tied to the products they possess."

How to keep back-to-school spending in check

Andrea Woroch, a consumer savings expert, recommends families to buy secondhand clothing, sporting goods, school supplies, and refurbished electronics on resale sites, utilize price-tracking browser extensions or apps, and apply coupon codes. Many online retailers now sell children's overstock, open-box, and returned goods at substantial discounts.

Make sure to take advantage of sales tax holidays when they occur, she advised. Check the 2024 Sales Tax Holiday list to see if and when your state lifts sales taxes for a few days.

"TikTok's #underconsumptioncore encourages ripping out pages in a partially used notebook, collecting scattered markers and crayons to make a full set, and cleaning up last year's backpack and lunch tote," Woroch said.