Back-to-School Shoppers Get a Head Start on the Season

Consumers are getting an early start on back-to-school shopping, with 62% of shoppers having already started shopping for the school year, according to the National Retail Federation (NRF).

“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.

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.