CHATTANOOGA, Tenn. (WDEF) – As back-to-school season begins, families are adjusting their spending habits, especially when it comes to clothing.
According to the 2025 Cotton Incorporated Lifestyle Monitor Survey, parents expect to spend around $417 per student this year, a drop from $472 in 2024.
When shopping, about half of families make clothing decisions together.
Parents are prioritizing comfort, while 57% of kids lean into trendy styles.
Katherine Bruce, Ph.D., manager of market insights for Cotton Incorporated, says the shift isn’t just about fashion, it’s about being smart with money.
Dr. Katherine Bruce told News 12 that “our research we find consumers keep denim jeans for an average of eight years and so if you do the math on that a $50 pair of jeans that you wear three times a week that’s gonna cost just four cents per wear that’s gonna be the kind of value that parents are looking for”
“More families are choosing sustainable, longer-lasting pieces,” she also notes.
For instance, a $47 pair of jeans worn three times a week over eight years amounts to just 4 cents per wear.
Cotton Incorporated is a not-for-profit research and promotion organization and does not sell products.
