Value drives back-to-school shopping as classes begin
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2026 Back-to-School Data
Dive dive into the latest consumer data on back-to-school spending, shopping behavior and family priorities.
Across the country, students are preparing for their first day of school — and in some communities, classes are already in session. According to NRF’s latest back-to-school consumer survey, shoppers continue to prioritize value as they prepare for the school year. New NRF data shows that back-to-school shoppers are still completing their purchases for 2026, with the help of AI-powered shopping tools, discounts, promotions and secondhand products to stretch their budgets.
Back-to-school shopping isn’t finished
As of early August, shoppers had only completed an average of 44% of their list, though making substantial progress from 23% in early July. When consumers pick up their remaining items has a lot to do with the deadline they’re working within: Most K-12 (52%) and college shoppers (48%) claim they’ll finish shopping in the week or two before school starts.
Shoppers turn to AI and deals
Preparing for the school year is a big undertaking, but consumers are using all the tools available to them to budget and shop for the start of classes. Sixty-one percent of back-to-school shoppers say they used generative AI and other AI-powered shopping tools this year to find the best prices and discounts and ask for recommendations and ideas.
More back-to-school shoppers are picking up secondhand materials as they tick items off their list than they did last year — about one-third (32%) of K-12 shoppers and nearly half (47%) of college shoppers have purchased or plan to purchase secondhand or refurbished items. Although both groups are buying secondhand more this year than last, college shoppers in particular have upped the ante from 40% last year.
Retailers focus on value
Through it all, retailers remain focused on delivering value, providing shoppers with options and competitive price points. About three-quarters (73%) of back-to-school shoppers say the sales and promotions on the materials they needed this year were the same or better than last year. And their value-seeking attitude remains front and center as consumers make good use of the deals, with an average 48% of purchases made by K-12 and college shoppers having been driven by coupons, sales or promotions.
As the school year begins, continue to check out NRF’s Back-to-School Headquarters for more insights on consumer trends right up to the start of classes.