Back-to-school shopping is a ritual that most, if not all, families go through as summer comes to an end. This process can either be a headache or a cakewalk depending on a number of factors: When you go What you need How much you have to spend Those factors serve as the backbone to a successful or abysmal back-to-school shopping season. “Shoppers are keeping value front and center as they look for ways to make their dollars go further,” said NRF Chief Economist and Executive Director of Research Mark Mathews. “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.” An annual survey released in early July by the National Retail Federation (NRF)and Prosper Insights Analytics highlighted consumer trends dating back to 2020. The survey comparatively measured back-to-school spending, shopping progress, and plans across multiple years. When one thinks back-to-school, odds are the mind goes to deals. Finding a good deal is all about timing, and as NFR’s survey shows, most Americans plan their school shopping around that common consensus. 64% of shoppers expect to see higher prices when school shopping. If prices are higher than expected, shoppers tend to choose between three plans: Comparative shop more (46%) Shop at discount stores for items (41%) Look for coupons or sales more often (38%) Between K-12 and college school shoppers, the numbers were pretty consistent in relation to when their shopping started. Of those who still have at least half of their back-to-school shopping to complete, 46% say they’re still waiting for the right deals while 38% still don’t know what’s needed yet. Electronics are the top category across both school shopping groups, with college consumers spending an average of $341.95 and K-12 spending an average of $293.11. “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,” said Prosper Executive Vice President of Strategy Phil Rist. About 26% of shoppers start at least two months before school starts, which nearly doubles to 44% when looking at those who start within the final month. In 2026, 62% of consumers have been shown to start their school shopping by early July, while 32% began in early June. Out of those who shopped so far, only 54% used major June sales events such as Prime Day, Walmart Deals and Target Circle Deal Days specifically for school-related purchases, according to the NRF. According to the survey, it’s also not uncommon for shoppers to wait in an effort to manage their budget or just due to high prices. “Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season,” said Mathews. Despite concerns, spending amounts for K-12 students in 2026 hit a record high of $43.3 billion, which is up from 2025’s $39.4 billion. 2026’s spending amount surpasses the previous survey high of $41.5 billion set in 2023. The same trends were shown in college student spending amounts as well with 2026 seeing a record high of 103.5 billion, surpassing the previous survey high of $94 billion set in 2023. The full National Retail Federation and Prosper Insights Analytics survey on back-to-school consumer trends can be found here. ...read more read less