Prices are top of mind as consumers head into the 2026 back-to-class season

Back-to-school shoppers are prepping for the school year earlier than ever, and they’re keeping an eye on costs as they check everything off their lists. Prices are still top of mind, though consumers remain more optimistic than they were four years ago when inflation was at its peak. This year 78% of shoppers expect to see higher prices on back-to-school items this school season, compared with 84% in 2022 

Not every household is viewing prices quite the same way, however — those earning over $100,000 have seen a steeper drop in concern since 2022’s higher inflation and continue to drive spending. Lower-income households, while less concerned than four years ago, remain worried about prices and are looking for ways to stretch their dollars. 

Retailers are showing up for these consumers with promotions all summer, and consumers are taking note — about one-third of back-to-school shoppers say they typically plan their shopping around summer sales. And if back-to-school items are pricier than expected, these families are planning to make sure they’re ready for the school year by doing more comparative shopping or checking for these items at discount stores. 

Shoppers are diligently packing their bags with everything their students need when the bell rings. To keep up with consumers’ plans, stay tuned for more insights released throughout the summer at NRF’s Back-to-School headquarters.