A new report from the National Retail Federation and Prosper Insights & Analytics reveals consumers are getting an early start on back-to-school shopping. The annual survey found 62 percent of shoppers had already started shopping for the school year by early July. While the figure is down slightly from 67 percent at the same point in 2025, it remains significantly higher than the 55 percent reported in 2024, the report said.
“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 percent said they were waiting for the best deals to finish their shopping, while 23 percent said they were spreading out their spending. About half of shoppers said they planned 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 percent reporting they shopped June sales events such as Prime Day, Walmart Deals and Target Circle Deal Days specifically for school-related purchases.
Families with students in kindergarten through 12th grade plan to spend an average of $863.86 on school-related 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.
Parents of K-12 students 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, half of respondents (50 percent) plan to purchase items online, down from 55 percent last year. Other leading destinations include department stores (47 percent), discount stores (44 percent) and clothing stores (39 percent).
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 exceeding last year’s $88.8 billion. Shoppers plan to spend an average of $1,437.79, up from $1,325.85 in 2025 and above 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. Rounding out the top spending categories are dorm or apartment furnishings at $194.00 ($14 billion total), clothing and accessories at $182.39 ($13.1 billion total), food at $153.91 ($11.1 billion total) and personal care items at $133.34 ($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 online remains the leading shopping destination, only 41 percent plan to shop online this year, compared with 38 percent in 2016. Other popular shopping destinations include department stores (33 percent), discount stores (33 percent) and college bookstores (25 percent).
