Back-to-School Shopping By the Numbers: Trends for the 2025-26 School Year

The back-to-school rush is here, and so is the pressure to stretch every dollar. With prices still rising and shopping starting earlier than ever, parents are looking for smart ways to get their kids ready without blowing the budget. 

This year, 63% of U.S. shoppers say they’re planning to shop for back-to-school — making it one of the most widely participated shopping events of the year. To get a read on how families are approaching the season, RetailMeNot surveyed more than 1,000 U.S. adult consumers* to uncover the key trends, pain points, and spending shifts defining the 2025-2026 school year.

• July wins again as the most popular month to start shopping (second year in a row).
• Price stress isn’t new—cost of supplies has been the #1 concern for three years, fueled by inflation and possible tariff-driven price hikes.
• Parents are cutting back — spending less than last year, especially on school supplies.

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Parents are tightening their budgets. Those shopping for grade school and high school students plan to spend an average of $389 total — $177 for grade schoolers and $212 for high schoolers. That’s down from $506 last year.

For college students, the average expected spend is $598, compared to $821 in 2024.

What’s going in the cart? School supplies and clothing still lead the way.

• School supplies: 52%
• Clothing & shoes: 46%
• Backpacks & bags: 41%
• Lunch & food storage: 34%
• Health and hygiene products: 30%
• Electronics & technology: 28%
• Beauty & personal care products: 30%
• Organization and study aids: 25%
• Sports/PE gear: 22%
• Dorm room and college essentials: 21%

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Sticker shock is still leading the pack, with inflation and potential tariff-driven price hikes pushing budgets to the limit. The biggest concern? The price of supplies. 

• Cost of supplies: 50% (+ 9% vs 2024)
• Finding deals and discounts: 39%
• Crowds: 39%
• Staying on budget: 29%
• Items being out of stock: 29%
• Price increases: 25%
• Choosing items kids will like: 24%
• Finding time to shop: 23%
• Shipping delays: 16%
• Creating a shopping list: 12%

Spending less doesn’t mean settling. Parents are focusing on smart purchases that balance price, performance, and durability. 

• Managing budget: 32%
• Choosing quality and durability: 26%
• Keeping kids happy: 14%
• Spending as little as possible: 11%
• Boosting performance: 9%
• Staying organized: 5%
• Choosing sustainable products: 3%

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Back-to-school shopping isn’t just happening earlier—it’s spreading out. More families are planning ahead to snag the best deals. 

• July: 28%
• August: 25%
• June: 16%
• Before May: 12%
• September: 7%
• Year-Round: 6%

And 11% of shoppers say they plan to make their back-to-school purchases during Amazon Prime Day, using it as a built-in opportunity to grab early deals.

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Combine coupons with cash back automatically by using RetailMeNot’s Browser Extension. It finds the best offers at checkout, so you can stack your savings without doing the work.

Many states offer tax holidays in August. You can save on clothing, school supplies, and sometimes even tech. Check your state’s website for dates and details.

Retailers like Target offer 20% off one purchase for college students who sign up for the free Circle rewards program. Amazon also extends exclusive school supply deals to Prime members. 

Deals are already live on essentials like electronics, dorm décor, bedding, and more. Shopping early helps you avoid stock issues and last-minute price hikes.

By shopping through sites like RetailMeNot, you can stack your savings automatically – using promo codes and cash back offers – from over 3,800 of your favorite stores, ensuring you never leave money on the table.

Many major brands now offer trade-in programs that give you credit or discounts in exchange for gently-used items. If your kids have outgrown last year’s clothes, some retailers will let you trade them in for store credit. And when it comes to tech, brands like Apple and Samsung offer savings on new devices when you turn in your old ones.

Source: Ziff Davis Shopping Survey among Adults 18+. N=1157. Fielded in May 2025.