New York, July 17, 2025 (GLOBE NEWSWIRE) — Rising prices and tariffs are putting financial pressure on parents ahead of the back-to-school shopping season, according to a new survey released today by Optimove Insights. Results revealed that 81% of respondents are at least somewhat concerned about the impact of tariffs. At the same time, only 22% feel that brands are genuinely trying to build relationships with them. These findings reveal a growing mismatch between families’ expectations and what brands are offering, creating an opportunity for more human, context-aware engagement.
The survey, conducted by Optimove Insights, the research arm of Optimove, included 401 U.S. parents or guardians of K–12 students with annual household incomes above $75,000, and was fielded in June and July 2025. Optimove is the creator of Positionless Marketing.
Key Findings from the Report Include:
- 81% of parents are at least somewhat concerned about the impact of tariffs, and 79% are concerned about inflation
- 46% cite budget constraints as their top back-to-school concern
- 80% prioritize quality over price, but 71% still say price strongly influences their decisions
- 78% say discounts and promotions could influence their brand loyalty, despite 87% being likely to repurchase from the same brands
- Only 22% feel that brands are trying to build relationships with them, while 60% believe brands are just trying to close a sale
- 67% …