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Back-to-school season in 2025 arrives with mounting financial stress for Australian families. As the cost-of-living crisis deepens, parents are increasingly worried about affording essential school supplies, including technology, books, and uniforms. With rising digital inequality, many families struggle to provide children with the necessary devices and internet access—putting students at risk of falling behind in school.

In January 2025 we asked n=1,600 Australians, with the purpose to explore how Australian families are preparing for the back-to-school period and the implications for retail brands.