Overview
- The National Retail Federation projects total back-to-school spending will hit $146.8 billion in 2026, with $103.5 billion for college and $43.3 billion for K-12.
- NRF data show the average parent plans to spend nearly $850 on supplies, clothing and shoes, even as 62 percent of shoppers have started buying and 46 percent have held off to find better deals.
- Big-ticket categories such as laptops, dorm furnishings and clothing are concentrated drivers of the record total, pushing families to reallocate their budgets toward college needs.
- Households are using cost-saving tactics including reusing items, skipping name brands, buying in bulk and hunting online sales like Prime Day, Walmart deals and Target promotions.
- Broader price pressures from tariffs and volatile fuel costs have kept consumer confidence fragile and pushed shoppers and retailers toward aggressive discounting that could shape late-season demand.