The “ugly” toy craze sweeping the U.S. this summer will likely make its way into classrooms come fall.
Around a third of parents say their children have either already requested or will probably request a bag charm, like a Labubu doll or Jellycat, this back-to-school season, according to a survey published by Intuit Credit Karma last week.
Stanley tumblers, Owalas and other trendy water bottles are still cool this school year as well, with 37% of parents saying that their kids will want one this back-to-school season.
Here are the most common items parents say their kids have either already asked for or are going to ask for:
Clothing and accessories: 58%Sneakers, like Nike Revolutions and Adidas Campus or Sambas: 55%Electronics, like AirPods and iPads: 43%Water bottles, like Stanleys or Owalas: 37%Backpack charms and accessories, like Labubus or Jellycats: 32%
Notably not on the list of requested back-to-school items: essential school supplies like pencils and notebooks.
That’s because over half of parents say their kids are asking for items they’ve seen on social media, and parents are feeling the pressure to buy these trendy products out of concern that their children will feel left out without them, the survey says.
It’s going to be an expensive back to school season
Kids’ Adidas Sambas retail for around $80, iPad minis start at $499, Stanley tumblers range from $30 to $45, and Labubu dolls — if you can get your hands on one — typically sell for about $30, though resale prices are often much higher due to their scarcity.
On top of that, prices for many school supply categories, like pencils and backpacks, are up 20% since before the pandemic due to inflation and tariffs, among other factors, according to a CNBC analysis of the U.S. Bureau of Labor Statistics’ producer price index.
The average amount parents expect to spend this year varies by survey, but it can be as high as $858.07, according to the National Retail Federation. Credit Karma finds 38% of parents expect to spend between $501 and $1,500 on back-to-school shopping.
More parents say they will be unable to afford back to school shopping this year than the year before, and 44% of parents say they plan to take on debt to cover back-to-school expenses, up from 34% last year, according to the Credit Karma survey.
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