Back to School Shopping Underway, Despite Costs

Consumers
are getting an early start on back-to-school shopping, with 62% of
shoppers having already started shopping for the school year by early
July, according to the annual survey
released by the National Retail Federation and Prosper Insights
& Analytics. While the figure is down slightly from 67% at the same
point in 2025, it remains significantly higher than the 55% reported in
2024.

“Affordability is a concern for families and a top priority
for retailers as we enter the back-to-school season,” said NRF Chief
Economist and Executive Director of Research Mark Mathews. “Shoppers are
keeping value front and center as they look for ways to make their
dollars go further. Retailers are responding with a strong assortment of
products, promotional events and more convenient shopping options,
helping families find what they need while saving time and money.”

Many
consumers are delaying purchases until later in the season or spreading
out their shopping to manage their budgets. Among those who have not
yet purchased at least half of their back-to-school items, 46% say they
are waiting for the best deals to finish their shopping, while 23% are
spreading their budgets.

About
half of shoppers (47%) say they plan to purchase only the essentials
needed for the start of the school year and replenish supplies as needed
throughout the year.

Shoppers also took advantage of seasonal
promotions to save, with 54% reporting they shopped major June sales
events such as Prime Day, Walmart Deals and Target Circle Deal Days
specifically for school-related purchases.

Families with students
in elementary through high school plan to spend an average of $863.86 on
items this year, up slightly from $858.07 in 2025. Total spending is
expected to reach a record $43.3 billion, driven by slight increases in
planned spending on shoes, school supplies and electronics. The total is
up from $39.4 billion in 2025 and surpasses the previous survey high of
$41.5 billion set in 2023.

K-12 shoppers plan to spend an average
of $293.11 on electronics ($14.7 billion total), followed by $250.29 on
clothing and accessories ($12.5 billion total), $174.01 on shoes ($8.7
billion total) and $146.45 on school supplies ($7.3 billion total).

Looking
at shopping destinations, only half (50%) plan to purchase items
online, down from 55% last year. Other leading destinations include
department stores (47%), discount stores (44%) and clothing stores
(39%).

College students and their families are expected to spend a
record $103.5 billion on back-to-school shopping this year, surpassing
$100 billion for the first time and surpassing last year’s $88.8
billion. Shoppers plan to spend an average of $1,437.79, up from
$1,325.85 in 2025 and surpassing the previous record of $1,366.95 set in
2023.

Electronics remain the top college spending category, with
consumers planning to spend an average of $341.95, totaling $24.63
billion in sales. Rounding out the top spending categories are $194.00
for dorm or apartment furnishings ($14.0 billion total), $182.39 on
clothing and accessories ($13.1 billion total), $153.91 on food ($11.1
billion total) and $133.34 on personal care items ($9.6 billion total).

“The
rise in college spending is being driven by increased purchasing plans
across multiple categories,” Prosper Executive Vice President of
Strategy Phil Rist said. “The percentage of consumers planning to
purchase electronics has increased significantly this year, while
several other categories are also attracting more shoppers than previous
years.”

While it remains the leading shopping destination, only
41% plan to shop online this year, marking the lowest level since 2016
(38%). Other popular shopping destinations include department stores
(33%), discount stores (33%) and college bookstores (25%).

Since
2003, NRF has conducted a comprehensive survey on back-to-school
shopping trends. This year’s research included 7,677 consumers and was
fielded July 1-8 with a margin of error of plus or minus 1.1 percentage
points.

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year