Back to school doesn’t mean back to tech upgrades. As inflation rises without wage growth matching it, and consumer confidence worsens, parents are going online more to find deals, even if they aren’t necessarily buying new tech products, according to Deloitte’s 19th Back-to-School survey.
For the fourth straight year, back-to-school shoppers will spend less per child — $557 — as inflation continues to rise, and 57% of parents believe the economy will get worse in the second half of the year. That’s the highest percentage since the onset of the COVID pandemic in 2020, the survey said.
And that spending will be lower on tech, averaging $417, down 16% from $498 last year. Conversely, parents will spend $323 on clothing, a 22% increase over last year’s $264, as clothing costs rise.
To gather its findings, Deloitte tabbed an independent research panel, which conducted an online survey of 1,207 parents with at least one child entering grades K to 12 this fall. The research was performed from May 22 to May 29, with a margin of error of plus- or minus-3 percentage points.
Less tech spending
Thanks to the AI boom that has led to “RAMageddon” — a global memory chip supply shortage — prices for all types of tech products are significantly higher. Laptops, phones and gaming consoles are hundreds of dollars more expensive, and that won’t ease any time soon.
Accordingly, parents are holding back on tech purchases for the new school year, Deloitte found. Back-to-school shoppers will spend $81 less on tech, which the survey said includes computers and hardware, gadgets and digital subscriptions.
Gone are the days of rushing to upgrade. A CNET Group TechPulse Research Study found that 73% will keep their devices as long as they still work, and 76% won’t upgrade until they think the new devices are “clearly worth it.”
An online arsenal
Amid worries about the economy, parents are maximizing the internet to get the best bang for their buck. The survey found that 80% of people are using at least one internet tactic, and the more they use, the more they spend. Folks using search, social media and generative AI (like ChatGPT, Gemini and Claude) will spend $737 per child this year — $206 more than parents who are using search and social but not AI, the survey found.
Retailers should take note of the correlation, the survey advises. “The implication is clear: The more digitally engaged the shopper, the greater the spending potential,” the authors said.
But Deloitte found that back-to-school shoppers are using the internet to learn about promotional events, such as those offered by major merchants like Amazon, Walmart and Target. The survey found that 68% of parents plan to shop during these promos, and 54% said that they often make unplanned purchases spurred by promos and discounts.
These price hunters often wind up spending more as they stretch their budgets to cover more items, the survey said. The researchers classified 31% of parents as “hyper-value seekers,” which are those who use four or more of these strategies: switching to a cheaper brand, choosing a private label over name brands, shopping at more affordable retailers, buying in bulk and using cashback websites. These parents will spend 14% more.
Gen AI’s influence is backed up by recent data. A May report from Adobe Analytics found that consumers who referred to retail websites via AI tools spent 53% more money than shoppers who didn’t. The data showed that people using AI for shopping recommendations stay longer on retailer websites and are more likely to buy something.
Deloitte told CNET that the surveyed parents plan to use AI in various ways this year — comparing prices (22%), researching products (19%), finding new products (15%), budgeting expenses (15%), reading reviews (14%) and completing purchases (10%).
Deloitte said that 67% of retail executives surveyed will have tailored experiences, targeted campaigns and loyalty programs driven by AI within the next year.
Alaska doesn’t reward rushing. It rewards curiosity, patience, and a willingness to follow the wild where it leads. That’s why an Alaska UnCruise feels less like a vacation and more like an immersion. These small-ship journeys trade crowds and fixed itineraries for quiet coves, misty fjords, and days shaped by tides, weather, and wildlife instead of a clock.
We recently sailed with UnCruise from Juneau on one of their most iconic itineraries, and we can’t wait to share our firsthand experience. One morning we were kayaking beneath hanging glaciers; the next we were bushwhacking through old-growth forest or skiffing toward a shoreline that rarely sees footprints. With Uncruise we discovered Alaska at human scale: intimate, flexible, and deeply connected to the place itself.
Read on to see whether an Alaska UnCruise belongs on your bucket list.
Wild, Woolly, and Wow: The Glacier Bay Loop
Photo Credit: Jenn Coleman.
UnCruise operates trips in four of Alaska’s five regions, Southeast, Southcentral, Interior, and Southwest, but Juneau is the heart of the operation. It’s their most popular port, offering round-trip voyages through the Inside Passage as well as one-way itineraries connecting to Sitka, Ketchikan, Seattle, and Seward.
We sailed the Wild, Woolly, and Wow with Glacier Bay itinerary: a week-long, round-trip voyage from Juneau that includes one full day in Glacier Bay. Some sailings offer two days in the park, but for us, one was plenty. We woke at the base of a tidewater glacier deep in the bay and sailed out at sunset—hard to imagine a better bookend.
What really surprised us was how much we enjoyed the glaciers outside Glacier Bay. Many UnCruise itineraries explore additional tidewater glaciers that mega-ships can’t access. These areas came with fewer people, more time ashore, fewer restrictions, and, often, better weather. Glacier Bay’s massive icefields can generate their own conditions, which means sunshine elsewhere while the park sits under clouds.
Because UnCruise captains have the freedom to choose anchorages based on real-time conditions, no two trips are identical. Still, the geography naturally creates a rhythm: a loose loop around Admiralty Island, Glacier Bay to the northwest, quieter glacier systems to the southeast, and countless bays and backwaters in between for kayaking, bushwhacking, and skiff exploration.
UnCruising vs. Traditional Cruising
Photo Credit: Jenn Coleman.
Traditional cruising runs on a dual-revenue model. Competitive ticket prices, often low-margin or even loss leaders, are offset by onboard spending like drinks, specialty dining, spa treatments, internet, and retail. Scale is the strategy: 3,000 to 6,000+ passengers spread operational costs thin.
UnCruise flips that model on its head. With all-inclusive pricing and fewer than 90 passengers, the experience feels more like an adult summer camp than a floating resort. Instead of pulling into ports for pre-packaged shore excursions, the ships anchor in remote bays and rely on an in-house guide team. You’re not herded; you’re invited.
The payoff is connection, both to the place and the people. With such a small guest count, you quickly learn names, swap stories, and share the day’s highlights over genuinely excellent food and drinks that reflect the region you’re sailing through.
Alaska UnCruise vs. Other UnCruises
Photo Credit: Jenn Coleman.
This was our third UnCruise, following trips to the Sea of Cortez and Hawaii. Alaska felt different, a good way. UnCruise started here, and it shows. The Alaska program leans heavily into wilderness exploration led by the onboard team, rather than outsourced excursions.
In Hawaii and Mexico, proximity to towns meant more third-party activities, bike rides, cultural tours, and the like. Alaska, by contrast, felt raw and remote, with days shaped almost entirely by weather, wildlife, and opportunity.
It was also colder. Hawaii and Mexico invited snorkeling and free swimming; Alaska required more gear, better tides, and a stronger sense of humor to enter the water. We did the polar plunge more for the bragging rights than the pleasure, and we’d do it again.
Life Aboard the Wilderness Legacy
Photo Credit: Jenn Coleman.
The Wilderness Legacy is UnCruise’s largest ship, carrying up to 90 guests. Interestingly, similar Glacier Bay itineraries are also offered on much smaller vessels, down to just 22 passengers, depending on how intimate you want the experience to be.
We appreciated the comforts onboard: reliable Wi-Fi and hot tubs, which make glacier watching from bubbling water feel downright legendary. Cabins were compact but comfortable, no Instagram-perfect balconies here, but if your goal is to spend the day outdoors, that’s a fair trade.
Two spacious common areas brought everyone together for meals, happy hour, and nightly programming. From naturalist talks to talent shows and the always-anticipated end-of-voyage slideshow, every evening felt communal and relaxed.
The Real Reason You UnCruise: Activities
Photo Credit: Jenn Coleman.
You don’t UnCruise to stay onboard. You UnCruise to get out into it.
Most days offered three core options, bushwhacking, kayaking, and skiff tours, both morning and afternoon. Plans shifted with weather and conditions, which is part of the magic. Southeast Alaska is a temperate rainforest, after all.
Our loose strategy: kayak on clear days, bushwhack in the rain, and choose skiff tours when there was something extraordinary to see, like bears feeding at Pavlov Creek. It wasn’t scientific, but it worked.
Some moments were non-negotiable: skiffing up to tidewater glaciers, the mandatory kayak orientation, or simply staying aboard when wildlife appeared unexpectedly, like the pod of roughly 30 orcas that surfaced as we exited Glacier Bay.
One of the biggest advantages of small-ship cruising is how well the guides get to know you. By midweek, excursions were subtly tailored to guests’ interests and abilities, making everyone feel both supported and challenged.
Food Worth Planning Your Day Around
Photo Credit: Jenn Coleman.
Forget buffet lines. Every meal onboard was cooked to order, with meat, seafood, and vegetarian options. Everything was so good that ordering a “partial of all three” became a habit. Ordering ahead also helped reduce food waste, which we appreciated.
Dietary restrictions were handled seamlessly, and the menus reflected a strong sense of place like crab boils, butter-poached halibut, and other Alaska-forward dishes. Morning meal announcements became a highlight, and we learned to choose our breakfast seat strategically so we’d have time to contemplate dinner choices before they took our order.
An onboard pastry chef kept desserts dialed in, while talented bartenders handled everything from classics to the cocktail of the day. Happy hour quickly became a ritual: swapping stories, snacking on charcuterie and baked brie, and trying not to ruin our appetite for dinner.
Cabins: Functional, Thoughtful, and Surprisingly Cozy
Photo Credit: UnCruise Adventures.
Cabins aren’t luxurious, but they are smartly designed. Full bathrooms, potable tap water, comfortable beds, and enough storage, assuming you don’t overpack.
Our favorite feature? Hooks. Lots of them. Perfect for drying wet gear after a day outside. By the end of the voyage, the hallways looked like an REI sidewalk sale caught in a rainstorm, but our cabin always felt clean, dry, and warm.
It’s also worth noting how skilled our captain was at selecting sheltered anchorages. Even when a strong storm rolled through, we slept soundly each night, tucked behind towering cliffs that blocked the wind. Every morning delivered a new view, complete with freshly fed waterfalls spilling down the rock walls.
What to Pack (and What Not To)
Photo Credit: Jenn Coleman.
UnCruise provides excellent packing lists, but the guiding principles are simple: dress in layers and expect to get wet. Waterproof pants and a solid rain jacket are non-negotiable.
Footwear is more forgiving. You’re issued gum boots, the unofficial uniform of Alaska, and we wore them every time we left the ship, including for kayaking.
One pro tip: bring soft luggage. We packed everything into soft-sided bags that folded away easily during the voyage. It kept us from overpacking and made cabin life much simpler.
Bonus Time in Juneau
Photo Credit: Jenn Coleman.
As immersive as the UnCruise experience is, we would’ve felt shortchanged if we hadn’t added time in Juneau for classic Alaska adventures.
The good news: Juneau makes it easy. Seaplane tours depart right from the dock, and Mendenhall Glacier is just 20 miles away. Depending on your budget and appetite for adventure, you can reach it by bus, helicopter, or something in between and choose from ice climbing, paddling, dog sledding, or a simple walkabout.
And since you missed-out on onboard shopping during the cruise, Juneau Harbor has you covered.
The Takeaway: Who Alaska UnCruise Is (and Isn’t) For
Photo Credit: Jenn Coleman.
An Alaska UnCruise isn’t about checking boxes or lounging poolside. It’s about slowing down, leaning into uncertainty, and letting the landscape set the agenda. You trade predictability for possibility, and that’s exactly the point.
If you’re curious, flexible, and happiest when your days are shaped by weather reports and wildlife sightings instead of reservations and alarms, this style of travel will feel like coming home. Alaska is vast and wild, but UnCruise has a way of making it feel personal.
For us, it wasn’t just a trip, it was a reminder of how powerful travel can be when you let a place lead.
Safeguard your digital information by using a VPN. We love NordVPN as it is superfast for streaming Netflix
Stay safe on the go and stay connected with an eSim card through AloSIM
OurPacking Favs:
We LOVE Matador Equipment for their innovative products and sustainability focus. Their SEG45 is a game changer when you need large capacity while packing light.
Travel in style with a suitcase, carry-on, backpack, or handbag from Knack Bags
Packing cubes make organized packing a breeze! We love these from Eagle Creek
Like it? Pin it for later on Pinterest!
Hi! We are Jenn and Ed Coleman aka Coleman Concierge. In a nutshell, we are a Huntsville-based Gen X couple sharing our stories of amazing adventures through activity-driven transformational and experiential travel.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
