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It might still be summer, but parents in the U.S. have already started back-to-school shopping. Inflation and rising costs are cited as the primary reason 80% of parents expect to spend more this year, and our research shows a trend of low consumer confidence and less optimism overall.
This year, most parents expect to spend more on back-to-school shopping, with 54% expecting to go over budget. And it's no surprise parents are feeling the squeeze, since inflation rose to a new three-year high in May.
To help marketers navigate the busy back-to-school shopping season ahead, we surveyed parents of children in grade school, high school and college/university about when they’re starting to shop, how they’re approaching budgeting for the 2026/2027 school year, factors influencing their purchasing behavior, where they prefer to shop and more. Download the full report above to dig a little deeper.
Aside from the impact of inflation on the back-to-school shopping experience, we explored topics including:
Let’s dive into some of the key findings from the research.
It's no surprise that as AI tools become more accessible, almost half of the parents we surveyed are using them to help with back-to-school shopping. Eighteen percent noted AI as extremely or very influential, and usage is especially popular among Gen Z and millennial parents.
ChatGPT is the most popular AI tool, with 64% of AI users using it. The top AI use cases for back to school include comparing prices, searching for deals and discounts and information gathering.
Marketing takeaway: As AI tools continue to change the consumer journey, brands need to keep AI search visibility in mind when they're building their websites, products pages and offers. Learn more about how consumers are using AI in 2026 and how to adapt your strategy to reach your audience.
Loyalty programs play an important role in retailer preferences during the back-to-school shopping season. Twenty-seven percent of parents surveyed say that loyalty programs influence which brands they choose, and 46% (+7% year over year) say they use loyalty rewards and perks to save money.
Marketing takeaway: Consider including loyalty program details or earning potential in back-to-school messaging campaigns, rewarding loyalty members with exclusive deals or offers (like earning 3x points on back-to-school supplies) or providing early access to back-to-school products on your app. To make sure that your loyalty program offers good value, it’s key to know what’s important to your customer by leveraging third-party data.
Most parents are back-to-school shopping in late July and early August, with 42% shopping in July alone and 31% waiting to shop until August (a slight increase since 2025). Overall, parents are spending more time looking for sales and discounts and are trying to spread expenses over a longer period of time.
“Retailers will need to take a truly individualized approach, with personalized offers and messaging complementing the overall shopping experience for parents—no matter if executed in-store, online or both. First-party and third-party data will be the key for retailers in unlocking the wallet share with this season’s rush to get kids ready for their first days at scale,” says Heather Campain, Epsilon’s VP of Growth Strategy.
Marketing takeaway: For back-to-school, make sure to have value-driven offers throughout the shopping season to target those who shop early for the best selection and those who shop late for the best deal. It’s also important to highlight what products you have available and make it easy for parents to get everything they need for the best price.
When it comes to brand and retailer preferences, it comes down to balancing the best price with good value and product quality. And between managing kids’ busy schedules, maintaining homes and demanding jobs, parents are always looking for ways to save time and money, which often means shopping both in-store and online.
How parents choose to shop also depends on the item category. The top categories parents expect to prioritize are clothing, backpacks and electronics. Sports equipment and school uniforms are also high on the list for parents of grade/high school children.
Marketing takeaway: No matter the shopping event, it's important to have consistent messaging across channels so consumers can shop however and whenever makes sense for their busy schedules. It's also important to make sure that your website has clearly marked sections for events like back-to-school and holiday shopping so consumers can easily find and choose the items they're looking for.
Unsurprisingly, sales and discounts have the strongest impact on the brands and stores parents choose, but nearly 50% of parents anticipate shopping early to get the best selection.
To reach these parents, it’s key to promote and merchandise products that will go fast so they can get exactly what they want.
Marketing takeaway: Make sure the offers you're sharing for key shopping events like back to school align with what consumers are really looking for and what they plan to spend the most money on (like electronics and clothing items). Consumers are more likely to choose a retailer that helps them cross more items off their list and get the best deal.
For marketers to win during this back-to-school season, it's key to prioritize both in-store and online experiences. They also need to keep key shopping categories in mind for children across the education spectrum, as the most popular categories and the categories with the highest spend differ depending on the child's age.
Promotional timing also matters: Since the bulk of back-to-school shopping takes place in late July and early August, ensure marketing campaigns and ad spend are aligned to those dates to make the biggest splash. When it comes to channels to prioritize, marketers should take an integrated approach to ensure campaign messages resonate across channels.
Want to learn more about what to expect for the 2026/2027 back-to-school shopping season? Dive into the data and download a copy of the report today.
