Consumers are starting to feel the pinch of higher prices when back-to-school shopping, and many expect to make changes to their holiday spending plans.

More than a quarter of consumers (27%) report that back-to-school prices are noticeably higher than in previous years, according to a new survey from performance marketing firm Wunderkind. This sentiment is strongest among Gen Z (39%), which likely reflects the impact of tariffs and inflation on younger households preparing for the school season.

About one-in-five (21%) of those surveyed say prices are only slightly higher, a view more common among Gen X (24%). A sizable portion (37%) of consumers have not looked at school supplies or clothing, with Baby Boomers skewing the numbers (70%). Only 11% of consumers believe prices are a

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