Cergy Préfecture : entre la fac, les 3 fontaines et la gare
The back-to-school period is essential for any store, as it's a key period in terms of footfall and sales, especially for shops selling supplies, clothing or school-related items. The back-to-school period affects virtually every family looking for a bargain, and generates a surge in demand for school supplies, clothing, bags and accessories. During the last weeks of August and the first weeks of September, many key products such as stationery, pens, notebooks, schoolbags and clothing are on the increase.
After a well-deserved vacation spent on the beach or in the mountains with the family, back-to-school time is fast approaching, and it's time for thousands of schoolchildren to head back to school. For a stress-free start to the new school year, it's essential to visit our stores to stock up on the right supplies, accessories and outfits, and to renew your equipment so that you're ready to go as early as the first week of September. This is the ideal time to attract new customers and showcase new products, themed events and innovative designs.
Back-to-school shopping begins mainly at the start of the summer vacations, with a peak in August and just before the start of the new school year. According to Alliance Digitale: 80% of parents start their summer shopping for supplies at the end of the school year or at the start of the vacations. The arrival of the Allocation de rentrée scolaire (back-to-school allowance), generally around August 19, triggers a wave of purchases in all stores. There is a peak in activity at the end of August, particularly after the payment of the allowance, but purchases can continue right up to the start of the new school year, in the first week of September.
Purchases are made both in physical stores and online. The most popular brands are supermarkets (Leclerc, Carrefour, Auchan) and specialists such as Bureau Vallée and Amazon.
The top sellers in stores at back-to-school time in 2025 in France are mainly made up of the following products:
- Traditional supplies: notebooks, kits, pens, pencils, perforated pockets, sorters. These items remain the staples purchased by the majority of families in stores.
- Backpacks: especially durable and ergonomic models, highly sought-after in stores by quality-conscious parents looking for binders that can be kept for several years.
- Textbooks: a large proportion of which are bought second-hand to reduce costs compared with the store, or borrowed directly by the school.
- Scientific calculators: very much in demand in stores, as they are compulsory for high-school science students.
- Personalized accessories: plush toys, key rings, kawaii figurines to hang on bags, a fast-growing trend in stores, especially among young girls.
- School clothes and shoes: classic clothes, sportswear and shoes are among the most important back-to-school purchases in stores.
- High-tech equipment: tablets, computers, again with a significant increase in second-hand sales compared with the store.
Supermarkets such as Leclerc and Carrefour dominate the distribution channels, while online sales continue to grow, particularly among younger consumers.
In 2025, back-to-school expenses will reach high levels for French families. The average annual cost of sending a child to school is estimated at around 1 315 €, up sharply from €760 in 2015 according to a CreditNews study. This includes clothing, canteen, school supplies and extra-curricular activities.
However, the average budget for school supplies alone is around €211 for a pupil entering 6th grade. Families spend around €42 on stationery, €108 on non-paper supplies, and €60.51 on sporting goods, according to the Familles de France figures.
These figures illustrate the financial pressure that back-to-school represents for many families, despite assistance such as the Allocation de rentrée scolaire (ARS) paid to nearly 3 million households.
