US parents opt for cotton clothing, as back-to-school spending hits record high

Close to three-quarters of US parents say they prefer to dress their children in cotton this back-to-school season, according to new data from Cotton Incorporated, with 59 percent stating they prefer to purchase clothing that does not contain microplastics. The findings come as American families across the country finish up their shopping ahead of the first day of school, as the National Retail Federation (NRF) forecasts parents and guardians are set to spend a record 43.3 billion dollars for K-12, with clothing and accessories accounting for 12.5 billion dollars.

US families opt for cotton amid affordability concerns for back-to-school shopping

74 percent of parents surveyed said they preferred cotton clothing for their children, citing comfort (79 percent), how it feels (61 percent), breathability (58 percent) and softness (52 percent) as the leading factors, according to the Cotton Incorporated survey. Purchase intent this season was near universal, with 92 percent stating they planned to buy new clothes for the return to school, and 81 percent shopping over the summer or closer to the start of the new school year. The most sought-after items were shirts and tops at 82 percent, followed by trousers at 71 percent.

"Our consumer insights show that most parents intend to avoid microplastics and choose natural fibres, like cotton, when shopping for the new school year," said Bev Sylvester, chief marketing officer at Cotton Incorporated, in a statement. "Back-to-school is an opportunity to consider the full lifecycle of the clothing we buy. Cotton is a natural choice for schoolwear — it's durable and comfortable, but it can also be recycled and have another life when it can no longer be worn."

US parents' and guardians' preference for cotton clothing sits against a heightened focus on affordability this back-to-school shopping season. Some 71 percent of parents surveyed by Cotton Incorporated said they expect to spend more this year because the price of individual garments has risen. According to data from NRF, some families are managing the pressure of increasing prices by spreading purchases across a longer window instead of cutting them.

62 percent of shoppers surveyed by NRF this summer had begun back-to-school buying by early July, down from 67 percent at the same period last year but well above the 55 percent recorded in 2024, while 54 percent said they shopped during June promotional events such as Prime Day, Walmart Deals and Target Circle Deal Days specifically for school purchases. Among those who have not yet purchased at least half their items, 46 percent said they were holding out for better deals and 23 percent were deliberately spreading their budget.

Nearly half of all shoppers (47 percent) plan to buy only what is needed for the first day and then replenish through the year. Average household K-12 spending is predicted to be 863.86 dollars, a little higher than the average 858.07 dollars in 2025, with 250.29 dollars going toward clothing and accessories and 174.01 dollars toward shoes per student, according to the NRF.

"Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season," said Mark Mathews, chief economist and executive director of research at the NRF, in a statement. "Shoppers are keeping value front and center as they look for ways to make their dollars go further."

Where families planned to shop and spend was closely aligned across both surveys, with the Cotton Incorporated survey noting that 47 percent of parents planned to shop online and 46 percent at discount and outlet stores. Some 50 percent of the NRF respondents planned to shop online, down from 55 percent last year, with 44 percent shopping at discount stores and 39 percent at clothing stores.

Secondhand and resale shopping for back-to-school is also on the rise, with 22 percent of respondents in the Cotton Incorporated survey planning to shop secondhand, while NRF's August data puts K-12 secondhand and refurbished purchasing at 32 percent, up year on year. Reuse and resale are rapidly becoming the norm when it comes to childrenswear, as two thirds of parents surveyed (66 percent) said they donate to charity, 42 percent give items away, 30 percent save them for a younger sibling and 21 percent sell them, according to Cotton Incorporated. Only 9 percent said they throw clothing away.

As fiber quality and affordability remain important purchasing factors for US families this back-to-school season, a garment that outlasts one child well enough to be worn by another is a garment that justified its price, making retailers who offer both the smart choice.