Back-to-school shopping is presenting a new source of financial pressure for families with limited budgets in the US. The rising cost of living and uncertainties around the new normal in education are generating anxiety for many moms and dads, who are looking to brands for support.

With inflation putting more pressure on Americans’ wallets, Old Navy is helping parents out by introducing a price freeze on children’s clothing. During the back-to-school shopping season, in particular, parents will be looking for brands that can help them save money and mitigate inflation stress.

As inflation soars, people are looking for ways to cut their spending. Parents are among the hardest hit by the cost of living crisis, especially moms. Anticipating the upcoming and inevitably costly back-to-school season, Amazon's campaign celebrates parents spending less on their kids.