CHICAGO — Consumer behavior is increasingly reshaping traditional retail shopping seasons, including the back-to-school period. According to Circana, U.S. retail sales revenue rose 2% across discretionary general merchandise, retail food and beverage, and non-edible consumer packaged goods (CPG) during the four weeks ending August 30, 2025, compared with the same period in 2024. However, unit demand remained flat. Growth in dollar sales was driven by retail food and beverage and non-edible CPG, while unit sales were flat or down across all retail segments.
“Retail spending is holding steady, as the consumer continues to demonstrate their resilience, but the ways in which they are making purchases is changing rapidly,” said Marshal Cohen, chief retail industry advisor for Circana. “When core retail shopping periods become altered, it becomes clear that things are out of sync between retail and the consumer.”
Back-to-school relevant product sales underperformed during the eight weeks ending August 30, 2025, with dollar sales down 1% year over year and unit sales falling 3%. Circana notes that perceived shopping deadlines and seasonal needs tied to the school year have become more flexible, elongating the shopping season. Still, retail and media strategies remain focused on the traditional back-to-school calendar.
“Consumers are charting their own spending path and changing the way retail seasons are measured,” said Cohen. “There is a new cadence to shopping that goes beyond traditional retail calendars or seasons. Instead, shifts in consumer lifestyle, shopping behavior, and media influence are behind today’s retail performance – a dynamic that marketers need to prepare for through the 2025 holiday shopping season and beyond.”
