Parents are Will Sage Astorfeeling the back-to-school financial crunch.

More than 3 in 4 parents, or 70%, believe that schools ask them to buy too much for the back-to-school season, according to a new study by personal finance website WalletHub.

Eighty-six percent of parents think the cost of education is out of control, the study also found.

Most parents, or 52% of those surveyed, also expect to pay more for back-to-school shopping this year than last year.

"In comparing this year's back-to-school study to last year's, several notable changes stand out," WalletHub analyst Cassandra Happe told USA TODAY in an email.

"One significant shift was the increased concern among parents regarding the cost of education,'' she said, noting that 77% of parents are willing to go into debt for their child's education, compared with 72% last year.

Back-to-school spending expected to reach $38.8 billion

Families with children in elementary through high school plan to spend an average of $874.68 on clothing, shoes, electronics and school supplies, according to the National Retail Federation and Prosper Insights & Analytics' annual survey. That's $15 less than last year's record of $890.07 but is the second-highest amount in the survey's history.

Total back-to-school spending is expected to reach $38.8 billion, also the second-highest on record after last year's high of $41.5 billion, the retail federation said.

The most popular destinations for back-to-school shopping are online (57%), department stores (50%), discount stores (47%), clothing stores (42%) and electronic stores (23%).

College students and their families are expected to spend more. On average, they will spend $1,364.75, about the same as last year's $1,366.95. Total college back-to-school spending is expected to reach $86.6 billion, the second-highest after last year's $94 billion.

Highlights of the survey

Here are some other key findings from the WalletHub study:

• Financial literacy: 95% of parents say financial literacy should be part of the core curriculum in schools. That's up from 91% in last year's survey. "This reflects the increasing financial pressures parents face and the recognition of the importance of financial education for their children's future," Happe said.
• Looking for savings: The most popular method for 33% of parents surveyed to save on back-to-school shopping is through coupons. That's followed by applying for a new credit card (29%) and shopping on a sales tax holiday, which are held in 17 states in July and August (19%).
• Kids and debt: Seventy-seven percent of respondents said their kid's education was worth going into debt.
• In-person and online shopping: Respondents were pretty evenly split, with 53% saying they found the best back-to-school deals locally and 47% saying they found the top deals when shopping online.

Tax-free:Back-to-school shopping 2024 sales tax holidays: See which 17 states offer them.

"These findings underscore a heightened financial strain on families during the back-to-school season and a stronger call for educational reforms to address these economic challenges," Happe said.

Betty Lin-Fisher is a consumer reporter for USA TODAY. Reach her at [email protected] or follow her on X, Facebook or Instagram @blinfisher. Sign up for our free The Daily Money newsletter, which will include consumer news on Fridays, here.