Survey: Finding the Best Prices Possible was Top Priority for 57% of Back-to-School Shoppers

Over half (57 percent) of surveyed respondents from this year’s Numerator Back-to-School (BTS) shopping survey stated that their most important consideration when seeking what to buy for the school year is getting the best possible prices, up from 52 percent in the consumer insights and data company’s 2024 BTS survey.

The survey found that while expected spending varies across grade levels and number of kids in a household, 26 percent of respondents expect to spend more this year than last. The top reason, cited by two-thirds (64 percent) of respondents, is that prices have increased, leading to an expectation of spending more.

Nearly all BTS shoppers in the survey plan to use money-saving measures this year, with 68 percent shopping at sales events, 58 percent comparing retailer prices, 57 percent using coupons or promo codes, and 45 percent reusing school supplies from past years. Many of them have also participated in summer sales events like Prime Day (37 percent), Walmart Deals (34 percent) and Target Circle Week (25 percent).

Asked which retailers are offering the best BTS deals this year, respondents cited Walmart as No. 1 by 49 percent, followed by Target, 22 percent and Amazon, 12 percent.

Those who ranked Walmart the highest were more likely to cite its overall value and competitive prices on school essentials. Those respondents who favor Amazon and Target also noted their preferred retailer offered competitive pricing and good deals, in addition to making BTS shopping stress-free.

Numerator reported that its Promotions Intel data showed BTS promotional volume was up in July versus the year ago, as top retailers like Amazon, Target, Walmart, and Staples lean heavily on digital promotions.

This year’s findings come from a Numerator Verified Voices survey conducted in August 2025, fielded to over 3,000 households with children entering grades K-12 this school year. Their responses are combined with verified purchase behavior from their households during the 2024/25 school year to showcase how certain preferences and circumstances have impacted past purchasing behavior.

Image courtesy Walmart