Key Takeaways

  • The Season Starts Early: 75% of back-to-school (BTS) consumers begin shopping before August. The absolute peak is July, accounting for 40% of all buying activity, while June serves as a critical research phase (12%).
  • Billion-Dollar Market Projections: Average household spending is projected at $1,013 for K-12 families (creating an estimated $34 billion national market) and $1,114 for college households.
  • Top Spending Categories: For K-12 households, clothing and apparel represents the single largest expense at $208 per household, followed closely by accessories ($168) and electronics ($158). For college households, electronics lead the pack at $263.
  • Budgets Are Stretching: Spending is rising across the board, with 62% of shoppers stating they plan to spend more money this year than last.
  • The Conversion Playbook: While online channels win on convenience (42%) and easy price comparison, physical storefronts still hold the advantage for instant gratification and tactile inspection. Online retailers can close this gap by prioritizing upfront user reviews on fit/quality, sizing calculators, and risk-free return policies.

The traditional retail landscape, defined by a frantic late-summer trip to a local department store, has fundamentally evolved, and so have back-to-school shopping trends. 

According to a recent Bizrate Insights survey of over 500 U.S. adults, back-to-school (BTS) consumers are behaving with greater strategy, utilizing a digitally blended approach, and operating with a high level of deliberate intent.

Parents are no longer reacting exclusively to school supply lists in mid-August. Instead, they are elongating the shopping season, expanding their product discovery across multiple digital nodes, and aggressively cross-referencing multi-channel pricing.

To capture a meaningful share of the $34B K-12 market and the $1,114 average college household spend, online retailers need more than a seasonal promo calendar. They need a clear plan for merchandising, pricing, fulfillment, customer feedback, and digital experience. 

Winning these modern shoppers requires understanding the primary digital drivers, which include convenience, price transparency, and catalog depth. Simultaneously, e-merchants must actively engineer solutions to combat the tactile advantages and immediate gratification offered by brick-and-mortar storefronts.

For additional context on how back-to-school strategies have evolved, visit Bizrate Insights’ earlier look at 2024 back-to-school retail strategies.

Back-to-school shopping season starts before August

By the time peak August marketing campaigns launch, 75% of all BTS consumers have already started shopping.

  • May to June (12%): Research phase. Shoppers focus on brand discovery, list building, and inventory checking.
  • July Peak (40%): The heavy buying phase. Shoppers look for core promotions, bundling opportunities, and high-intent conversion.
  • August last mile (25%): The final rush. Shoppers prioritize immediate availability and fast shipping guarantees.
Chart showing that July is the most common time shoppers plan to start back-to-school shopping at 40%, followed by August at 25%, June at 17%, already started at 12%, May at 6%, and September at 0%. Based on Q6, “When do you expect to start your back-to-school shopping?” with n=538.

For online retailers, the window to capture shoppers opens in June and peaks in July. A strong back-to-school strategy should lead with planning content, shopping guides, and list-building tools in June and early July, shift to promotions and basket building through mid-July, and close with urgency, fast delivery, and last-minute essentials in August.

Retailers can also use a retail Voice of Customer insights calendar to plan around key seasonal moments, monitor shopper feedback during the rush, and capture learnings for the next year.

Retailers that wait until late summer risk missing the majority of the season.

Back-to-school shopping trends: shoppers are using both online and in-store channels

The biggest takeaway is that back-to-school shoppers are not choosing only one channel. Most are blending online and in-store shopping throughout the season.

Nearly two-thirds of shoppers, 63%, expect to use a mix of online and in-store channels. Only 25% plan to shop mostly in-store, while 12% expect to shop mostly online.

Chart showing that 63% of back-to-school shoppers expect to shop using a mix of online and in-store channels this season, compared with 25% who plan to shop mostly in-store, 12% mostly online, and 1% who are not sure yet. Based on Q12, “Where do you expect to do most of your back-to-school shopping this year?” with n=538.

That means online retailers should think beyond a single transaction. 

Back-to-school shopping often starts with research, list-building, price comparison, and product discovery before shoppers decide where to buy. Retailers that support the full journey can stay top of mind from planning through checkout.

This blended behavior matches broader online shopping habits, where shoppers move across websites, devices, marketplaces, and stores before making a final decision.

Retailers that support the full journey can stay top of mind from planning through checkout. For retailers with physical locations, buy online, pick up in store can help bridge the gap between digital convenience and in-store immediacy.

To win market share from physical storefronts, online merchants must understand the specific friction points that drive channel selection.

  • The digital advantage: Shoppers choose online channels for efficiency. The main drivers are 24/7 shopping convenience, bypassing long store lines, rapid multi-tab price comparison, and broader product availability.
  • The physical advantage: Physical retail wins on immediate gratification and risk mitigation. Consumers prefer brick-and-mortar stores for categories requiring physical inspection, such as apparel sizing, material quality verification, and immediate possession.

The online playbook to close the friction gap

To counter the physical advantages of traditional retail, online merchants should move beyond simple discounting and focus on experience-driven trust.

  • Optimize high-value categories: Apparel ($208 average spend) and Electronics ($158 average spend) carry the highest financial risk for parents. Product pages must prominently feature verified user reviews regarding fit and quality to neutralize the physical store advantage.
  • Remove sizing anxiety: Implement interactive sizing calculators and clear comparison charts to reduce cart abandonment and lower product return rates.
  • Promote risk-free policies: Explicitly highlight low-friction, free return parameters directly on product pages to give parents the confidence to buy online.
  • Combat hidden checkout costs: Higher-income tiers are willing to spend what it takes but are sensitive to unexpected fees. Set clear free-shipping thresholds to increase average order values safely.
  • Build trust with authentic customer feedback. Shoppers want to know that reviews are real and relevant. Using verified customer reviews can help reduce uncertainty, especially for products where quality, sizing, or value are hard to judge online.

Online retailers are already a major back-to-school destination

Online-only retailers are already playing a major role in back-to-school shopping. 59% of shoppers plan to buy from online-only retailers, making them the second most common shopping destination behind mass retailers at 72%.

Chart showing where shoppers plan to buy back-to-school items, with mass retailers leading at 72%, followed by online-only retailers at 59%, apparel retailers at 37%, office supply stores at 29%, electronics retailers at 24%, department stores at 23%, dollar stores at 20%, drugstores or convenience stores at 11%, discount or resale stores at 11%, college or campus bookstores at 11%, and other stores at 1%. Total exceeds 100% because respondents could select multiple options. Based on Q15, “What type of stores do you plan to shop for back-to-school items?” with n=538.

This puts online-only retailers ahead of apparel retailers, office supply stores, and electronics retailers. 

The message is clear: online is not a secondary channel for back-to-school. It is one of the main ways families plan to shop.

To gain share, online retailers need to compete not just on assortment, but on ease. Clear categories, grade-level shopping guides, fast shipping, and simple returns can help shoppers feel confident buying online.

Convenience, price comparison, and shipping drive online shopping

Shoppers are going online because it solves practical problems. The top reason for shopping online is convenience, cited by 42% of shoppers. Other major drivers include avoiding crowds and checkout lines, easier price comparison, greater selection, and free or discounted shipping.

Chart showing that convenience is the top reason back-to-school shoppers prefer to shop online at 42%, followed by avoiding crowds and checkout lines at 36%, easier price comparison at 35%, more variety or selection at 32%, free or discounted shipping at 31%, online-exclusive deals at 28%, and product reviews and ratings at 25%. Total exceeds 100% because respondents could select multiple options. Based on Q14, “Why do you prefer shopping ONLINE for back-to-school?” among respondents who plan to shop online this season, with n=399.

These benefits should be front and center in back-to-school marketing. Retailers can improve conversion by highlighting savings, delivery timing, free shipping, and easy ways to compare products.

Online retailers should also make it simple to build a complete basket. Supply kits, product bundles, “frequently bought together” recommendations, and list-based shopping tools can reduce friction and increase average order value.

In-store shopping still wins on fit, speed, and confidence

Even though online shopping is strong, in-store retail still has advantages. 

Shoppers who prefer stores are often looking for confidence and immediacy. They want to confirm the right size or fit, get items immediately, see and touch products, and find in-store deals.

This is especially important for apparel, shoes, backpacks, and electronics. Online retailers can close the confidence gap with more detailed product pages. Detailed photos, size guides, customer reviews, fit notes, comparison tools, and easy exchanges can reduce hesitation.

Fast delivery also matters. When shoppers need items quickly, clear delivery dates and last-minute shipping options can help online retailers compete with the immediacy of stores.

Back-to-school spending is rising, but budgets still matter

Many shoppers expect to spend more this year. 64% say they will spend more than last year, including 21% who expect to spend significantly more. 

Statistic showing that 64% of respondents expect their total back-to-school spending to be more than last year, where “more” includes “significantly more” and “slightly more.” Urban shoppers are especially likely to spend more at 75%, followed by high-income shoppers earning $150k+ at 72%. Based on Q4, “Compared to last year, how do you expect total back-to-school spend to change?” with n=533.

At the same time, 28% expect to go over budget, and 55% say they will spend what it takes.

Statistic showing that 28% of respondents expect to go over budget to get everything they need for back-to-school, while 55% say they will spend what it takes to get everything on the list. Based on Q5, “Which statement best describes your budget approach this season?” with n=538.

This creates a strong opportunity for retailers that help shoppers manage costs. Budget filters, bundle discounts, loyalty offers, price-drop alerts, and cart-level savings messages can make shoppers feel more in control.

Value messaging should be clear and specific. Instead of only promoting broad sales, retailers should show shoppers how to complete their list while staying within budget.

K-12 households plan to spend $34 billion this season

  • K–12 families expect to spend an average of $1,013 per household on back-to-school items this season, projecting to an estimated $34 billion in total K–12 back-to-school spending nationally. 
  • College households expect to spend an average of $1,114 per household.
Table showing average back-to-school spending per household by school level: K–12 households average $1,013, college households average $1,114, and projected total K–12 spending is about $34 billion.

Clothing and apparel is the single largest category for K–12 households at $208, followed by electronics ($158) and shoes ($131). 

College parents outspend across nearly every category, with particularly elevated spend on electronics ($263) and personal care ($168). 

Table showing expected average back-to-school spending by category for K–12 and college households. K–12 spending is $208 on clothing and apparel, $131 on shoes, $133 on school supplies, $168 on accessories, $158 on electronics, $109 on sports equipment or uniforms, and $105 on personal care items, totaling $1,013. College spending is $233 on clothing and apparel, $156 on shoes, $86 on school supplies, $114 on accessories, $263 on electronics, $93 on sports equipment or uniforms, and $168 on personal care items, totaling $1,114.

Methodology

Survey and sample. Data were collected in May 2026 via an online survey from 538 U.S. adults. Respondents were screened to include only those who expected to shop for back-to-school items and who identified as a parent or guardian of a K–12 or college student, or as a college student shopping for themselves. 

Average spend calculation. Category and total spend were collected using predefined ranges. The midpoint of each range was used as its representative value (e.g., $174 for $100–$249; $749 for $500–$999). 

For the open-ended top band (“$1,500 or more”), a value of $1,750 was assumed, reflecting conservative central tendency among a panel that skews toward moderate income levels. The weighted average was computed by multiplying each midpoint by the proportion of respondents selecting that band and summing across all bands.

Total market projection. The K–12 total spend estimate of $34 billion was derived by multiplying the K–12 household average ($1,013) by approximately 33.6 million U.S. family households with children under 18, as reported by the U.S. Census Bureau Current Population Survey (2025).

This projection is intended as a directional market-size estimate; actual spend will vary based on household composition, geography, and economic conditions.

Limitations. With n=538, the margin of error is approximately ±4.2 percentage points at 95% confidence for topline figures. Subgroup estimates are based on smaller samples and should be interpreted directionally. Spend figures reflect stated intent, not observed behavior, and may differ from actual purchases.