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

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.

K-12 shoppers plan to spend an average of $293.11 on electronics ($14.7 billion total), followed by $250.29 on clothing and accessories ($12.5 billion total), $174.01 on shoes ($8.7 billion total) and $146.45 on school supplies ($7.3 billion total).

Looking at shopping destinations, only half (50%) plan to purchase items online, down from 55% last year. Other leading destinations include department stores (47%), discount stores (44%) and clothing stores (39%).

College students and their families are expected to spend a record $103.5 billion on back-to-school shopping this year, surpassing $100 billion for the first time and surpassing last year's $88.8 billion. Shoppers plan to spend an average of $1,437.79, up from $1,325.85 in 2025 and surpassing the previous record of $1,366.95 set in 2023.

Electronics remain the top college spending category, with consumers planning to spend an average of $341.95, totaling $24.63 billion in sales. Rounding out the top spending categories are $194.00 for dorm or apartment furnishings ($14.0 billion total), $182.39 on clothing and accessories ($13.1 billion total), $153.91 on food ($11.1 billion total) and $133.34 on personal care items ($9.6 billion total).

"The rise in college spending is being driven by increased purchasing plans across multiple categories," Prosper Executive Vice President of Strategy Phil Rist said. "The percentage of consumers planning to purchase electronics has increased significantly this year, while several other categories are also attracting more shoppers than previous years."

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.

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year.

About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation's largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs - 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com

About Prosper Insights & AnalyticsProsper Insights & Analytics helps organizations identify market change before it becomes visible in transactions, revenues, or economic reports. For more than 20 years, Prosper has measured the drivers of future consumer behavior-including intentions, expectations, confidence, emotions, and purchase plans-to generate predictive demand signals for financial services, retail, technology, and marketing organizations. https://www.ProsperInsights.com