Record totals, careful shoppers. Value wins the school run.
Families and students plan to spend more than ever, but many are waiting for deals and buying essentials only. Clear value and convenience decide where they shop.
By the Xuru Technologies team · 27 July 2026
Key takeaways
- K-12 spending is projected at a record $43.3 billion and college at $103.5 billion, per the NRF.
- Only 50% of K-12 families plan to shop online, down from 55% last year.
- 47% of late shoppers plan to buy only essentials, and 46% are waiting for the best deals.
Back-to-school is retail's second-biggest season. This year's numbers show bigger budgets but sharper focus on value.
What happened
HomePage News reported the NRF and Prosper Insights survey, with electronics leading purchase plans. AP's coverage, carried by WSB-TV, highlighted families stretching budgets.
What it means for retailers
- Essentials first. Bundle must-haves at clear prices.
- Stores regain ground. More shoppers plan in-store trips; click-and-collect bridges both.
- Electronics lead. Financing and comparisons help bigger purchases.
Season checklist
| Action | Why |
|---|---|
| School-list bundles online | Saves families time and shows value. |
| Click-and-collect | Combines online browsing with store pickup. |
| Price-match or deal messaging | Speaks to deal-waiters. |
| Local SEO for "school supplies near me" | Captures last-minute searches. |
Frequently asked questions
How much will Americans spend on back-to-school in 2026?The NRF projects a record $43.3 billion for K-12 and $103.5 billion for college.
The NRF projects a record $43.3 billion for K-12 and $103.5 billion for college.
Are fewer people shopping online for school?Yes. 50% of K-12 families plan to shop online, down from 55%, and college online intent is the lowest since 2016.
Yes. 50% of K-12 families plan to shop online, down from 55%, and college online intent is the lowest since 2016.
How can a small store compete?Offer bundles, local pickup and clear prices, and make sure you appear in local searches.
Offer bundles, local pickup and clear prices, and make sure you appear in local searches.
Online and in-store, working together.
Online stores with bundles, click-and-collect and local SEO.
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