Where shoppers are finding inspiration for the 2026 back-to-school season
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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.
Families are planning ahead and finding creative ways to make the back-to-school season work for their budgets, but even as affordability remains on top of mind, consumers aren’t stepping away from shopping. As they lean into the excitement of preparing for the upcoming school year, college shoppers are turning to a variety of sources for shopping inspiration and K-12 students are staying involved in the shopping experience.
From retailer websites and apps to social media and recommendations from friends and family, shoppers of all ages are looking for college shopping ideas before summer comes to an end. College shoppers aged 18-24 in particular are looking for inspiration on social media, with Instagram and TikTok as the most popular destinations.
That same excitement extends beyond college campuses. For K-12 students, back-to-school shopping is filled with traditions, from picking out new notebooks to choosing first-day outfits. Kids continue to get excited to find cool products they can show off to their friends when school starts: 62% of K-12 shoppers say at least half their back-to-school spending is a direct result of their child's influence.
Explore more insights into how consumers are preparing for the 2026 back-to-school season.