As we just started back-to-school shopping, I'm pretty sure my credit card is filing for emotional trauma
So there I was, standing in the school supply aisle at 9 AM on a Tuesday, holding a pack of 24 Crayola crayons that apparently costs more than my first apartment rent. I'm doing that thing where you flip the price tag over three times hoping it's a mistake, while my kid is behind me announcing to the entire store that "Dad, you're making that face again."
You know the face. The one where you're mentally calculating whether you really need both kidneys, because apparently that's what it takes to afford a decent backpack these days.
And then... my kid outgrows their shoes exactly 2.5 seconds after we get home from the store. I swear they do this on purpose. I'm convinced there's some secret kid meeting where they all agree: "Okay everyone, grow exactly one shoe size the moment your parents think they're done shopping for the year."
But wait, there's more! (And no, this isn't a late-night infomercial, though it feels like one.) Last week alone, I had three separate meltdowns: one over a $12 pack of glue sticks (when did glue become precious?), another when I realized the "perfect" lunch box I bought doesn't fit in their tiny backpack compartment, and a third when my kid announced they actually hate the character on their new folder and now it's "embarrassing", after I specifically asked them seventeen times if they were SURE they wanted Paw Patrol everything.
Last week, I overheard a mom at Target tell her daughter, "Honey, we'll come back for the fancy folders next week" in that tone we all know means "never." Her daughter responded with "But they have UNICORNS on them!" and honestly? I felt that negotiation in my soul. Because here's the thing: it's not just about the unicorn folders.
"It's about everything costing more while our paychecks stay the same, and somehow we're supposed to figure it all out without our kids thinking we've lost our minds when we suggest they 'make their own fun' with a cardboard box and some tape."
Something has fundamentally shifted in how we shop for our families, and it's not just in our heads (though that's also happening, I blame the stress). The data backs up what every parent is feeling in checkout lines across America: we're all slowly going broke one glue stick at a time.
The Real Numbers (And They're Not Pretty)
Let me share some eye-opening stats that explain why shopping feels so different now. According to recent data from the National Retail Federation and Deloitte, families are spending an average of $875 per household on back-to-school shopping alone.
The Bureau of Labor Statistics reports that school supply costs have jumped 24.5% over just the past four years. KPMG's latest survey shows 75% of parents expect to pay higher prices than last year for everything kid-related.
But you know what the statistics don't capture? The mom guilt when you say no to the trendy backpack (the one that apparently costs more than your car payment). The dad stress of doing quick math in the checkout line while pretending you totally meant to spend your mortgage payment on school supplies. The family meetings about "wants vs. needs" that somehow involve explaining inflation to a seven-year-old who thinks money comes from the magical ATM fairy.
The Emotional Rollercoaster We Don't Talk About
Can we be real for a minute? This isn't just about money – it's about the mental gymnastics we're all doing to make this work without feeling like terrible parents.
There's that moment when your kid's friend shows up with the latest trendy water bottle that costs $45 (for WATER, people), and your child gives you the look. You know the one. The "why don't you love me enough to buy me overpriced hydration accessories" look.
The Inner Parent Monologue:
"Am I scarring them for life with generic brand folders? Will they need therapy because I bought the 12-pack of crayons instead of the 64-pack with the built-in sharpener? Is choosing the $15 backpack over the $85 one going to somehow impact their future college prospects?"
The answer, by the way, is NO. But it doesn't stop us from spiraling at 2 AM wondering if we're doing everything wrong.
The Unexpected Silver Lining
Yes, everything costs more than it used to. But this challenging time is also teaching our families some pretty valuable lessons that honestly, we probably needed to learn anyway.
Kids Are Learning Real Value: Items have worth beyond their novelty. Quality matters more than trends. And sometimes the best things are the ones that come with stories.
Parents Are Connecting: We're building real community networks that support each other. Those parent group chats aren't just complaining sessions anymore – they're intelligence networks of awesome deals and genuine support.
Families Are Getting Creative: Finding solutions that work for their specific situations and budgets. We're becoming resourceful in ways that make our grandparents proud.
One BUBS mom shared that her daughter now gets excited about "treasure hunting" for gently used items because it feels like an adventure, not a compromise. Another dad told me his son has become the family's official "deal detector" and takes serious pride in finding quality items for less.
These aren't just money saving strategies... they're character-building life skills disguised as necessity. And honestly? Our kids might just turn out more grounded and appreciative because of it.
Every time you choose quality over trends, community over competition, or creativity over convenience, you're modeling something powerful for the next generation.
Want to Help Us Test Something Cool?
🚀 BUBS Mobile Web Beta Testing
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Jump over to https://hellobubs.web.app/ and create an account, then go exploring! You can browse articles, post a discussion topic for other parents to comment on, and yes... shop for those deals we've been talking about.
Note: Checkouts aren't live yet (we don't want to run your card for random items), but you can test the full shopping flow and let us know what you think!
Your feedback helps us build the parent community platform we all actually want to use.
Sources: - Bureau of Labor Statistics, "Consumer prices for back-to-school spending," July 2025
- Deloitte "2024 Back-to-School Survey," May 2024
- KPMG, "2024 Back-To-School Survey," July 2024
- National Retail Federation, Back-to-School Spending Statistics, 2024
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