Families are getting an earlier start on back-to-class shopping in 2026, with price concerns continuing to shape purchasing decisions even as inflation worries have eased compared with recent years.
According to new consumer research from the National Retail Federation (NRF), 78 % of shoppers expect school-related items to cost more this season. While that remains a significant majority, it represents an improvement from 2022, when 84 % anticipated higher prices during a period of peak inflation.
Household income continues to influence how consumers approach the shopping season. Families earning more than $100,000 annually report a greater decline in price concerns than they did four years ago and continue to account for much of the expected spending. Lower income households remain more cautious and are looking for ways to make their budgets stretch further as they prepare for the new school year.
Promotional events are expected to play a major role in purchasing decisions. About one third of back to class shoppers say they typically plan their purchases around summer sales, allowing them to take advantage of seasonal discounts before classes begin.
If prices exceed expectations, many consumers say they will adjust their shopping strategies rather than reduce the number of items they purchase. Planned approaches include comparing prices across multiple retailers and seeking lower-priced options at discount stores.
The findings suggest that consumers remain focused on value while taking a proactive approach to preparing for the upcoming school year. Earlier shopping, careful price comparisons and strategic timing around seasonal promotions are expected to remain common themes throughout the back-to-class shopping season.
