Back-to-School Shopping Statistics in 2026
The back-to-school sales season in the United States typically runs from July through August. In 2026, US households are spending a record-breaking $146.8 billion on back-to-school and back-to-college shopping. If we break it down further, K-12 back-to-school spending accounts for $43.3 billion, while an unprecedented $103.5 billion comes from back-to-college shopping.
While early shopping remains popular, economic caution is changing timelines: 62% of consumers start their shopping by early July, but many are intentionally delaying purchases to hunt for late-season back-to-school deals, spreading their budgets to manage inflation.
This guide brings together the latest 2026 back-to-school shopping statistics from leading industry reports, including the National Retail Federation, Deloitte, and PwC. The data offers businesses and marketers a closer look at how American households plan to spend on back-to-school shopping this year.
Top Back-to-School Shopping Statistics in 2026
- The estimated total spending for back-to-school and back-to-college shopping in 2026 hit a record $146.8 billion.
- A household spends an average of $863.86 on K-12 back-to-school and $1,437.79 on back-to-college shopping.
- Back-to-school (K-12) total market spending in the US grew to $43.3 billion this year, an increase of roughly 9.9% from 2025.
- An average household spends around $557 on their back-to-school shopping per child in the US in 2026.
- 73% of parents plan to use Artificial Intelligence (AI) somewhere in their shopping journey to budget, compare, or find deals.
- 71% of parents state they will happily switch to a cheaper alternative if their preferred brand is too expensive.
Back-to-School Spending Statistics (K-12)
While families are spending more in total, they are doing so cautiously. Parents are prioritizing essential value and intentionally planning their purchases. Electronics have now officially overtaken clothing as the single largest expenditure for K-12 families.
Here are some key K-12 back-to-school spending statistics to know:
- American households are expected to spend about $43.3 billion on K-12 back-to-school shopping in 2026. This is a noticeable jump from the $39.4 billion recorded in 2025.
Total Spending on Back-to-School Shopping by US Households:
| Year | Total Back-to-School Spending | Year-on-Year Change |
| 2026 | $43.3 billion | + 9.9% |
| 2025 | $39.4 billion | + 1.0% |
| 2024 | $39 billion | – 6.02% |
| 2023 | $41.5 billion | + 12.5% |
| 2022 | $36.9 billion | – 0.54% |
| 2021 | $37.1 billion | + 9.44% |
| 2020 | $33.9 billion | + 30.38% |
- An average American household is expected to spend $863.86 on back-to-school shopping in 2026, marking a modest 0.7% rise from $858.07 in 2025.
Average Back-to-School Spending per US Household:
| Year | Average back-to-school spending per US household |
| 2026 | $863.86 |
| 2025 | $858.07 |
| 2024 | $875.00 |
| 2023 | $890.00 |
| 2022 | $864.00 |
- When analyzing categories, Electronics take the lead. An average American household will spend $293.11 on electronic equipment (laptops, tablets, calculators), representing about 34% of the average total budget.
- Households plan to spend an average of $250.29 on clothing and accessories, $174.01 on shoes, and $146.45 on traditional school supplies.
Average Spending by Category (Per Household):
| Category | Average amount spent in 2026* | Average amount spent in 2025 |
| Electronics Equipment | $293.11 | $295.81 |
| School Clothing | $250.29 | $249.36 |
| Shoes | $174.01 | $169.13 |
| School Supplies | $146.45 | $143.77 |
- When looking at individual students, the average back-to-school spending per child is estimated at around $557 in 2026, a slight drop of $13 from $570 in 2025, largely as parents look to trim non-essentials or buy private labels.
Here is the table that shows the average back-to-school spending per child over the years:
| Year | Average back-to-school spending per child |
| 2026 | $557 |
| 2025 | $570 |
| 2024 | $587 |
| 2023 | $597 |
| 2022 | $661 |
| 2021 | $612 |
| 2020 | $529 |
| 2019 | $519 |
Back-to-School Shopping Behavior & Retail Preferences
The 2026 shopping season is highly influenced by price sensitivity and sales events. Shoppers are taking advantage of major retailer sales to stretch their dollars.
- Mass-merchant retailers continue to dominate: 80% of parents plan to make their back-to-school purchases at major stores like Walmart, Target, and Best Buy.
- Over half (54%) of respondents reported relying heavily on major promotional events, such as Amazon Prime Day, Target Circle Week, and Walmart Deals, to buy their school supplies.
- 48% of planned spending is expected to occur by the end of July (down from 61% in 2025), with an additional 31% happening in early August as families push purchases closer to the start of the school year to wait for late discounts.
- Economic concerns are high: 57% of consumers expect the economy to worsen in the next six months (the highest level reported since 2020), prompting 51% of shoppers to expect to buy private-label items instead of name brands.
- 55% of families prefer shopping online specifically for school supplies, though average online spending remains high ($614 per child for online-first shoppers vs. $521 for in-store shoppers).
- Department stores (48%) and discount stores (47%) saw a surge in interest as parents hunted for aggressive sales events and clearance deals on apparel.
The table below shows what retail formats US households prefer during back-to-school shopping:
| Retail Format | Share of American Households Choosing (2026)* |
| Mass merchant retailers | 80% |
| Online retailers | 55% |
| Department stores | 48% |
| Discount stores | 47% |
| Clothing/Specialty stores | 41% |
| Warehouse membership clubs | 30% |
| Retailers selling used/refurbished items | 24% |
| Office supply/technology retailers | 22% |
| Local/Small businesses | 18% |
- 7 out of 10 US consumers like to do their back-to-school furniture shopping from offline stores for the quality of products, while around 30% of them like to shop from online stores.
- 58% of American back-to-school shoppers prefer doing clothing and accessories shopping from offline stores.
Here is the table that shows the store preference for American families for back-to-school shopping:
| Product Category | Share of US families shopping in-store | Share of US families shopping online |
| Furniture | 70% | 30% |
| Clothing and accessories | 58% | 42% |
| Personal hygiene products | 56% | 44% |
| School Supplies | 46% | 54% |
| Computers and hardware | 31% | 69% |
| Electronics Gadgets | 29% | 71% |
(Source: Deloitte, NRF, Digital Commerce)
Back-to-School Consumer Behavior Statistics
Most of the shoppers in the US plan to make payments for their back-to-school shopping through debit and credit cards. A few of them also prefer using the Buy Now, Pay Later services. Here are some of the important back-to-school consumer behavior statistics:
- 5 out of 10 US consumers start their back-to-school shopping by early July, while 42% of them start by July-end after receiving their school lists.
- Half of U.S. back-to-school shoppers plan to start their purchases 1 to 3 weeks before school begins, while 27% begin shopping at least 2 months ahead. Only 5% of them begin their shopping the week school starts or later.
The table below shows the shopping timing of back-to-school shoppers in the United States:
| Time Period | Share of shoppers doing their back-to-school shopping |
| The week school starts or later | 5% |
| At least 2 months before school starts | 27% |
| 1-2 weeks before school starts | 21% |
| 3 weeks to 1 month before school starts | 47% |
- Over 49% of back-to-school consumers in the United States prefer shopping early to spread their shopping budget.
- 46% of US shoppers prefer to do their back-to-school shopping exclusively during Amazon Prime Day for deals.
- 6 out of 10 consumers in the U.S. prefer paying for back-to-school purchases with debit cards, while 60% use credit cards. Another 44% of them use cash for their shopping.
The table below showcases the mode of payment of back-to-school shoppers in the United States:
| Payment Mode | Share of back-to-school shoppers using it |
| Debit Card | 63% |
| Credit Card | 60% |
| Use physical cash on hand | 44% |
| Buy now, pay later service | 23% |
| Pull money out of savings account | 21% |
| Other | 2% |
- 1/3rd of American online back-to-school shoppers use the Buy Online, Pickup In-Store (BOPIS) option to purchase, a 57.14% increase from 21% in the previous year.
- 46% of American parents take on debt for their kids’ back-to-school shopping due to social pressure.
Source: NRF, NerdWallet, Deloitte
The Impact of AI & Tech on Back-to-School Shopping (2026 Trend)
As technology evolves, so does the way families prepare for the new academic year. Generative AI and advanced digital tools are drastically altering consumer journeys.
- According to PwC, 73% of parents plan to use AI at some point in their shopping journey, whether to research products, compare prices, manage their budget, or hunt for the best deals.
- Deloitte found that parents who utilize a wider set of digital tools outspend others. Shoppers using search, social media, and GenAI plan to have the highest average spend per child ($737), compared to just $381 for non-tech users.
- Interestingly, while parents use AI to shop, they are wary of it in schools. 49% of parents worry their child relies on AI too much, and only 33% say their school has clear AI guidelines in place.
Gen Z Influence & Collaborative Digital Carts
Kids aren’t just passively receiving school supplies anymore; they are actively filling the digital cart. For marketers, targeting the student directly is becoming just as crucial as targeting the parent.
- 61% of parents now allow their children direct participation in the online shopping experience.
- 40% of parents give kids their own access to add items to digital carts, while 31% use linked family accounts.
- Half of all high school parents admit their child directly influences the tech purchases the family makes, making Gen Z a primary driver of the $293+ electronics budget.
(Source: PwC)
Back-to-College Spending Statistics
Back-to-college spending is expected to shatter records in 2026. For the first time, the college segment is predicted to cross the $100 billion threshold, driven by the high costs of electronics and students moving into dorms/apartments.
- Households in the United States are expected to spend a total of $103.5 billion on back-to-college shopping in 2026. This is a massive jump from $88.8 billion in 2025.
Total Back-to-College Expenditure of US Households:
| Year | Total back-to-college spending |
| 2026* | $103.5 billion* |
| 2025 | $88.8 billion |
| 2024 | $87.0 billion |
| 2023 | $94.0 billion |
| 2022 | $74.0 billion |
- An average American household will spend around $1,437.79 on back-to-college shopping in 2026. This represents a substantial increase from the $1,325.85 spent in 2025.
Average Back-to-College Spending per Household:
| Year | Average back-to-college spending |
| 2026* | $1,437.79* |
| 2025 | $1,325.85 |
| 2024 | $1,365.00 |
| 2023 | $1,367.00 |
| 2022 | $1,199.00 |
- Where the College Budget Goes: Unlike K-12, college spending acts more like “moving into a new apartment” spending. Households plan to spend an average of $341.95 on electronics, $194.00 on dorms/apartment furnishings, and $153.91 on food items per student.
- Households in the United States are expected to spend a staggering $103.5 billion on their back-to-college shopping alone in 2026. This represents a massive 16.55% increase from $88.8 billion in 2025.
Here is the table to show the back-to-college expenditure of American households over the years:
| Year | Total back-to-college spending | Year-on-year change |
| 2026* | $103.5 billion* | + 16.55%* |
| 2025 | $88.8 billion | + 2.07% |
| 2024 | $87 billion | – 7.45% |
| 2023 | $94 billion | + 27.03% |
| 2022 | $74 billion | + 4.23% |
| 2021 | $71 billion | + 4.41% |
| 2020 | $68 billion | + 23.6% |
- American households’ electronics equipment expenditure for back-to-college shopping is projected to hit $24.6 billion in 2026, a sharp increase of 18.8% from $20.7 billion in the previous year.
- United States households are planning to spend about $14.0 billion on dorm/apartment furnishings during their back-to-college shopping in 2026, a 9.3% increase from $12.8 billion in 2025. Furthermore, households are expected to spend around $11.1 billion on food items for college students this season.
Here is the table that shows the estimated total back-to-college spending by American households in different core categories for 2026:
| Category | Total back-to-college spending in 2026* |
| Electronics Equipment | $24.6 billion |
| Dorms/Apartment Furnishings | $14.0 billion |
| Food | $11.1 billion |
| Personal Care | $9.6 billion |
- An average American household will spend around $1,437.79 on back-to-college shopping in 2026, marking an 8.43% jump from $1,326 in 2025. Households are expected to spend roughly 66.4% more on a single college-going student ($1,437.79) compared to the average K-12 student ($863.86).
The table below shows the average back-to-college spending of households:
| Year | Average back-to-college spending per household |
| 2026* | $1,437.79* |
| 2025 | $1,326 |
| 2024 | $1,365 |
| 2023 | $1,367 |
| 2022 | $1,199 |
| 2021 | $1,200 |
| 2020 | $1,059 |
| 2019 | $977 |
- Households in the United States plan to spend an average of $341.95 on electronics for back-to-college shopping in 2026, a 10.48% increase from $309.50 in 2025.
- US households will also spend around $194.00 on dorms/apartment furnishings and about $153.91 on food for back-to-college preparation in 2026.
Here is the table that shows the average back-to-college spending of a household by category:
| Category | Average spending in 2026* | Average spending in 2025 | Year-on-year change |
| Electronics | $341.95 | $309.50 | + 10.48% |
| Dorms/Apartment furnishing | $194.00 | $191.39 | + 1.36% |
| Food | $153.91 | $133.20 | + 15.54% |
| Personal Care | $133.34 | $114.50 | + 16.45% |
Source: NRF, Bureau of Labor Statistics, Retail Dive, Lampard
Back-to-College Shopping Statistics
A majority of back-to-college buyers in the US like to purchase from online retailers, like Amazon, Walmart, and others. Some households also like to purchase secondhand products for their back-to-college shopping. Here are some of the key back-to-college shopping statistics you should know:
- 5 out of 10 United States shoppers plan to do their back-to-college shopping from online stores. While 35% of them opt to shop from department stores, and 31% of shoppers like to purchase at discount stores.
The table below showcases the retail formats back-to-college shoppers in the United States purchase from:
| Retail Formats | Share of back-to-college shoppers choosing it |
| Online | 50% |
| Clothing Store | 28% |
| Office Supply Store | 26% |
| College Bookstore | 26% |
| Electronics Store | 17% |
| Home Furnishings/Decor Store | 15% |
| Department Store | 35% |
| Discount Store | 31% |
| Local/Small Business | 14% |
| Thrift/Resale Shop | 9% |
| Catalog | 8% |
| Drug Store | 10% |
- 4 out of 10 back-to-college shoppers in the United States plan to do more comparative shopping online due to bad economic conditions. While 37% of them like to shop only during sales and 31% choose to purchase more generic products.
- 4 out of 10 US consumers like to purchase textbooks secondhand for back-to-college shopping, while 31% prefer buying secondhand clothing and accessories. Another 23% of buyers look for secondhand electronics equipment, and only 22% of them choose secondhand school supplies.
Source: NRF
Back-to-College Consumer Behavior Statistics
Most American back-to-college consumers like to start their shopping in July; however, a few of them wait till their college starts. During back-to-college sales, a variety of brands and retailers offer exciting deals that a majority of shoppers wait for. Here are some key back-to-college consumer behavior statistics:
- 67% of US back-to-college shoppers began their shopping in July 2025.
- 4 out of 10 consumers in the United States plan to start their back-to-college shopping 3 weeks to 1 month before their college starts, while 30% like to do their shopping before 2 months.
- 20% of American back-to-college consumers prefer to shop 1 to 2 weeks before their college starts, while only 8% shop during or after the first week of college.
Here is the table to show the timing of American shoppers to start their back-to-college shopping:
| Time Period | Share of Americans who start back-to-college shopping |
| 3 weeks to 1 month before school starts | 41% |
| At least 2 months before school starts | 30% |
| 1 to 2 weeks before school starts | 20% |
| The week school starts or later | 8% |
- Around half of back-to-college buyers in the U.S. choose to buy early to take advantage of exciting deals and promotions.
Source: NRF
Conclusion
The 2026 back-to-school season proves that while economic uncertainty remains a major factor, educational spending continues to hit record highs, expected to reach an incredible $146.8 billion. The notable shift this year is how that money is being spent. With electronics eating up over a third of K-12 budgets, students having direct access to online carts, and AI powering the deal-hunting process, the modern shopping journey is more digital and intentional than ever.
Brands and retailers must adapt to this by offering aggressive early-season promotional deals, creating kid-friendly digital cart experiences, and emphasizing extreme value to retain the 71% of parents ready to jump ship to private labels.
