# Parents Cut Tech Spending While Increasing Digital Tool Usage New research reveals parents are postponing tech purchases amid economic uncertainty. - **Source:** [CNET](https://brifing.si/source/ce507de7-7f24-4ff4-ab6d-7635abcc095a) - **Published:** 2026-07-12 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/0161fb27-fb19-4578-a70a-c8ddc5b5cfaa ## Tech Spending Declines in Economic Uncertainty Deloitte's study shows parents reduced per-child tech spending by 16% to $417. Inflation and low consumer confidence led to postponed tech purchases. In contrast, clothing expenditures increased by 22% as families prioritize essentials over electronics. ## Digital Deal Hunting Intensifies 80% of parents use at least one digital strategy to maximize value. Those utilizing search engines, social media, and AI tools spend $737 per child - $206 more than non-AI users. The correlation between digital engagement and higher spending is statistically significant. ## AI Reshapes Shopping Behavior 22% of parents use AI for price comparisons while 19% research products. Adobe data indicates AI-assisted shoppers spend 53% more. 67% of retailers plan AI-driven personalized campaigns within a year, signaling a transformation in consumer marketing approaches. ## Rise of Hyper-Savers 31% of parents qualify as 'hyper-value seekers' by employing four+ saving tactics like bulk buying and cashback sites. These strategic shoppers spend 14% more overall, demonstrating how value-conscious behavior paradoxically increases total expenditure. ## Promotions Trigger Unplanned Purchases 54% admit discounts lead to impulse buys during back-to-school seasons. Major retailers like Amazon see shoppers exceeding budgets during sales events. This psychological spending pattern presents both opportunities and challenges for family budgeting. ## Sustainable Consumption Trend Emerges 73% keep devices until they fail, per CNET. Consumers wait for 'clearly worthwhile' upgrades, indicating stronger device longevity trends. This shift reflects growing economic pragmatism and environmental consciousness in tech consumption habits. ## Sources covering this story - https://www.cnet.com/tech/computing/back-to-school-shoppers-buying-less-tech/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._