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Back to school hauls follows TikTok’s underconsumption core trend

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Customer shopping for school supplies with employee restocking shelves, Target store, Queens, New York.

Lindsey Nicholson | UCG | Universal Images Group | Getty Images

Just when it seemed more Americans were inspired by the ideas of “underconsumptioncore” and “conscious consumerism,” which aim to put a lid on social media-related overspending, the back-to-school shopping season kicked off — earlier than ever.

As of the beginning of July, more than half, or 55%, of students and families have already started buying supplies for the start of the academic year, according to the National Retail Federation.

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“The back-to-school shopping season has increasingly started earlier each year,” largely driven by retail strategies, said Cassandra Happe, an analyst at WalletHub.

Sales events like Target Circle Week and Amazon’s Prime Day started even earlier in 2024, “aiming to capture early-bird shoppers and outpace competitors,” Happe said.

Back-to-school spending could reach nearly $40 billion

Families with children in elementary through high school plan to spend an average of $874.68 on school supplies, just $15 less than last year’s record of $890.07, according to the NRF.

Altogether, this year’s back-to-school spending, including for college students, is expected to reach $38.8 billion, the NRF also found. That’s the second-highest tally ever, after last year’s $41.5 billion marked the most expensive back-to-school season to date.

According to another report by Intuit Credit Karma, nearly one-third, or 31%, of parents said they can’t afford back-to-school shopping this year and 34% expect to take on debt to cover the cost of supplies.

Higher prices are partly to blame: Families are now paying more for key back-to-school essentials like backpacks ahead of the new school year. CNBC used the producer price index — a closely followed measure of inflation — to track how the costs of making certain items typically purchased for students has changed between 2019 and 2024.

On the upside, starting earlier may offer the best opportunities to find the best deals, a separate survey by Deloitte found, at a time when household finances are particularly squeezed.

“However, this approach can also lead to increased spending due to rising costs and the temptation for impulse buys,” Happe said. “Parents might find themselves spending more overall, especially on high-ticket items and electronics.”

More than 75% of parents believe that schools ask them to buy too much during back-to-school season, another report by WalletHub found.

The must have items of the back-to-school season

“Back-to-school hauls have started infiltrating TikTok earlier than I’ve ever seen it,” said Casey Lewis, a social media trend expert and founder of trend newsletter After School.

“As soon as the Fourth of July holiday weekend was over, I began seeing them — and not just shopping hauls, but also outfit ideas and calls for advice about the best shoes and backpacks to buy this year,” Lewis said.

Despite having to navigate tight budget constraints, 85% of parents said they could be influenced to splurge on a “must-have” item or brand, Deloitte also found.

TikTok users find a windfall in live shopping push

According to Lewis, low-rise jeans, $110 Adidas Campus sneakers and Jester backpacks from North Face, which retail for $75 or more, are topping this year’s wish lists.

“There’s a lot of pressure to have the right look,” Lewis said. And as trends cycle through faster and faster, “young people have even more pressure to keep up,” she added. “It feels like their popularity and perceived coolness rides on the products they have.”

How to keep back-to-school spending in check

Consumer savings expert Andrea Woroch advises families to shop for gently used clothing, sporting goods, school supplies and certified-refurbished electronics on resale sites, use a price-tracking browser extension or app and apply coupon codes. There are a growing number of online retailers that offer children’s product overstock, open-box and returned goods, often at a significant discount.

Also take advantage of sales tax holidays when you can, she said. Review the 2024 Sales Tax Holiday list to see if and when your state lifts sales taxes for a few days.

Otherwise, shop your own stock, which is what TikTok‘s #underconsumptioncore is all about. “Rip out pages in a partially used notebook, collect scattered markers and crayons to make a full set and clean up last year’s backpack and lunch tote,” Woroch said.

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If interest rates stay ‘higher for longer,’ the winners are those with cash accounts

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Images By Tang Ming Tung | Digitalvision | Getty Images

Many people, especially those with debt, will be discouraged by the recent Federal Reserve forecast of a slower pace of interest rate cuts than previously forecast.

However, others with money in high-yield cash accounts will benefit from a “higher for longer” regime, experts say.

“If you’ve got your money in the right place, 2025 is going to be a good year for savers — much like 2024 was,” said Greg McBride, chief financial analyst at Bankrate.

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It started throttling them back in September. However, Fed officials projected this month that it would cut rates just twice in 2025 instead of the four it had expected three months earlier.

“Higher for longer is the mantra headed into 2025,” McBride said. “The big change since September is explained by notable upward revisions to the Fed’s own inflation projections for 2025.”

The good and bad news for consumers

The bad news for consumers is that higher interest rates increase the cost of borrowing, said Marguerita Cheng, a certified financial planner and CEO of Blue Ocean Global Wealth in Gaithersburg, Maryland.

“[But] higher interest rates can help individuals of all ages and stages build savings and prepare for any emergencies or opportunities that may arise — that’s the good news,” said Cheng, who is a member of CNBC’s Financial Advisor Council.

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High-yield savings accounts that pay an interest rate between 4% and 5% are “still prevalent,” McBride said.

By comparison, top-yielding accounts paid about 0.5% in 2020 and 2021, he said.

The story is similar for money market funds, he explained.

Money market fund interest rates vary by fund and institution, but top-yielding funds are generally in the 4% to 5% range.

However, not all financial institutions pay these rates.

The most competitive returns for high-yield savings accounts are from online banks, not the traditional brick-and-mortar shop down the street, which might pay a 0.1% return, for example, McBride said.

Things to consider for cash

There are of course some considerations for investors to make.

People always question which is better, a high-yield savings account or a CD, Cheng said.

“It depends,” she said. “High-yield savings accounts will provide more liquidity and access, but the interest rate isn’t fixed or guaranteed. The interest rate will fluctuate, nor your principal. A CD will provide a fixed guaranteed interest rate, but you give up liquidity and access.”

Additionally, some institutions will have minimum deposit requirements to get a certain advertised yield, experts said.

Further, not all institutions offering a high-yield savings account are necessarily covered by Federal Deposit Insurance Corp. protections, said McBride. Deposits up to $250,000 are automatically protected at each FDIC-insured bank in the event of a failure.

“Make sure you’re sending your money directly to a federally insured bank,” McBride said. “I’d avoid fintech middlemen that rely on third-party partnerships with banks for FDIC insurance.”

A recent bankruptcy by one fintech company, Synapse, highlights that “unappreciated risk,” McBride said. Many Synapse customers have been unable to access most or all of their savings.

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Credit card debt set to hit record levels as consumer holiday spending rises

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A woman shops at a Target store in Chicago on Nov. 26, 2024.

Kamil Krzaczynski | AFP | Getty Images

Heading into the holidays, many Americans were already saddled with record-breaking credit card debt. And yet, consumer spending is set to reach a fresh high this season. 

The National Retail Federation reported last week that spending between Nov. 1 and Dec. 31 is “clearly on track” to reach a record, between $979.5 billion and $989 billion.

“Job and wage gains, modest inflation and a heathy balance sheet have led to solid holiday spending,” the NRF’s chief economist, Jack Kleinhenz, said in a statement.

But other reports show that many shoppers are increasingly leaning on credit cards to manage their holiday purchases.

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To that point, 36% of consumers have taken on debt this season, a recent report by LendingTree found. And those who dipped into the red racked up an average of $1,181, up from $1,028 in 2023, according to the survey of more than 2,000 adults.

“No one should be surprised that so many Americans took on debt this holiday season. Prices are still really high and that means that lots of Americans simply didn’t have any choice,” said Matt Schulz, LendingTree’s chief credit analyst.

“Inflation is still a big deal in this country, and it’s having a huge impact on people’s finances, including their holiday spending,” he said.

Credit card debt is at an all-time high

Heading into the peak holiday shopping season, credit card balances were already 8.1% higher than a year ago, according to the Federal Reserve Bank of New York’s report on household debt.

Further, 28% of credit card users had not paid off the gifts they bought last year, according to another holiday spending report by NerdWallet, which polled more than 1,700 adults in September.

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In some cases, Americans’ willingness to spend is a sign of confidence, Schulz noted. “Some surely took on debt because they didn’t have any other choice, while others did so because they wanted to splurge a bit and weren’t concerned about paying a little extra interest in order to get what they or their loved one really wanted.”

However, credit cards continue to be one of the most expensive ways to borrow money. The average credit card rate is currently more than 20% — near an all-time high. Some retail card APRs are even higher.

The problem with credit cards

Of those with debt, 21% expect it’ll take five months or longer to pay it off, LendingTree also found. At that rate, sky-high interest charges will exact a heavy toll, according to Schulz.

“That means less money to put towards other big goals for the new year, such as growing an emergency fund or saving for college,” he said. “In more extreme cases, it may mean you’re less able to pay essential bills or keep food on the table. In either case, it’s a big deal.”

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36% of American consumers took on holiday debt, averaging $1,181

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Manonallard | E+ | Getty Images

Many Americans are capping off the holidays with new debt balances.

This season, 36% of American consumers took on holiday debt, according to a new survey from LendingTree.

Those who racked up balances this season took on an average of $1,181 in debt, up from $1,028 in 2023. However, that is still down from $1,549 in 2022, LendingTree found.

Less than half — 44% — of the people who took on debt expected to acquire those balances, a sign that this holiday season is still financially challenging for many people, according to Matt Schulz, chief credit analyst at LendingTree.

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Higher prices caused by inflation remain an issue for many individuals and families this holiday season, he said.

“Some of it is people just wanting to wrap up what’s been a difficult year by spreading a little joy, and maybe they ended up taking on a little bit of extra debt to do so,” Schulz said.

Those most likely to take on debt this season include parents of young children, with 48%; millennials ages 28 to 43, with 42%; and individuals who earn $30,000 to $49,999, with 39%, according to LendingTree.

Consumers who went into debt over the holidays run the risk of still carrying those balances when next year’s holiday season comes around. Almost half of Americans still have debt from last year’s holidays, WalletHub recently found.

Meanwhile, paying down debt is a top financial resolution for 2025, according to a recent Bankrate survey.

For those who want to get out of debt, it helps to get started as soon as possible, Schulz said.

Successfully knocking off those balances has its own reward in the way of freedom, said Laura Mattia, a certified financial planner and senior vice president at Wealth Enhancement Group in Sarasota, Florida, who works with clients at all levels of wealth.

“People love to be debt free,” Mattia said. “The idea of not owing anybody any money is extremely comforting.”

Negotiate your interest rates

For those who took on holiday debt, 42% said they are paying interest rates of 20% or higher, typically through credit cards or store cards, LendingTree found.

The good news is that it’s possible to get better interest rates — and therefore lower the total amount it takes to pay off your debt — by pursuing either a 0% balance transfer credit card or a debt consolidation loan.

“There’s really no better weapon against credit card debt than a 0% balance transfer credit card,” Schulz said.

Most offers provide either 12 or 15 months without accruing interest on the transferred balance, he said. However, a fee for transferring the balance may apply.

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Pick a debt paydown strategy you can stick with

Those people in debt may want to pick from different strategies to tackle their balances.

That includes the avalanche method — which prioritizes high interest rate debts first — or the snowball method – which puts the smallest balances first.

“What really matters more is finding the one that works best for you and that will keep you motivated,” Schulz said.

Mattia said she often advises clients to start with the smallest balances first, so they immediately feel their situation improving.

“What deters people the most is when they feel like they’re not making progress and they give up,” Mattia said.

Try to increase your savings

While paying down debt balances may be the primary goal, it also helps to set aside some cash for emergencies.

That way, when an unexpected expense comes up — or next holiday season rolls around — you may not have to lean quite so much on credit cards, Schulz said.

“One of the best ways to break out of the cycle of debt that so many people find themselves in is to save while you’re paying down your debts,” Schulz said.

Still, it’s important to keep in mind that the best interest rates available on savings are around 5%, while credit cards are charging north of 20% and prioritize accordingly, Mattia said.

Celebrate small wins

In the aftermath of the holidays, give yourself grace if you spent more than you intended, said CFP Jesse Sell, managing principal at Prevail Financial Partners in Stillwater, Minnesota.

“It’s not terribly uncommon to kind of let otherwise good discipline go for a few weeks over the holidays,” Sell said.

As you work to pay down your overall debt, it helps to break it down into smaller goals that you can celebrate along the way, he said.

Once you hit a smaller milestone, celebrate that victory with a small reward.

Admittedly, paying down debt is not really fun, Sell said.

“Try to find ways to take some positives out of it and keep the momentum and focus going,” Sell said.  

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