ICSC (formerly the International Council of Shopping Centers) in its annual survey found back-to-school spending will show a slight increase this year, although parents are embracing a “value-first mindset,” with 54 percent of back-to-school shoppers saying they are concerned about their ability to afford everything they need this season.

Of those surveyed, 28 percent identify themselves as “value seekers,” trying to limit spending, stay within budget, or find the best deals. Back-to-school shoppers were also found to continue to favor discount stores (63 percent) this year while 57 percent did all or most of their back-to-school shopping during June promotions like Amazon Prime Day, Walmart Deals, and Target Circle Deal Days.

“Back-to-school continues to be one of the retail industry’s busiest seasons, offering an early look at consumer sentiment and spending priorities heading into the second half of the year,” said Tom McGee, president and CEO, ICSC, in a statement. “This year’s survey reveals that while affordability remains a concern, families will continue to purchase the essentials students need by focusing on value, shopping earlier, and seeking deals and promotions. For retailers, this presents a crucial opportunity to meet shoppers where they are with compelling value, convenient fulfillment options, and positive in-store experiences that help families maximize their time and budgets.”

Among other findings:

  • Back-to-school budgets: Back-to-school shoppers expect to spend an average of $944 this year across apparel, electronics, school supplies, furniture, and sporting goods – a slight increase compared to last year. Parents expect to spend an average of $820, an almost $100-increase from 2025. Among categories, 87 percent plan to purchase apparel and footwear, 77 percent school supplies, and 44 percent electronics.
  • Where to shop: Of those surveyed, 91 percent spent or expect to spend in a physical store and 51 percent are taking advantage of buy online, pick up in-store options. Browsing and shopping in stores has the most influence on back-to-school purchases for 33 percent of consumers. When deciding where to shop in-person, consumers prioritize best overall prices and promotions (54 percent), convenient locations (34 percent), and the ability to see, try on, or choose items in person (31 percent).
  • Impact of inflation: Of those surveyed, 97 percent with a household income of $25,000 – $75,000 annually say higher prices will impact their back-to-school purchasing decisions, compared to 87 percent of shoppers with a household income over $250,000. Thirty-eight percent of shoppers earning less than $25,000 identify as “value seekers,” as do 20 percent of households earning more than $250,000.

ICSC’s back-to-school survey was conducted online from July 6-8, 2026, with a demographically representative U.S. sample of 1,009 respondents.

Image courtesy Dick’s Sporting Goods