First published: July 2008. Updated: October 2026 with current back-to-school and back-to-college spending trends.
Updated for 2026: Back-to-school and back-to-college shopping remains one of the biggest seasonal spending periods of the year. The National Retail Federation and Prosper Insights & Analytics forecast record combined spending of about $146.8 billion for back-to-school and back-to-college purchases, including more than $43 billion for K-12 students and about $103.5 billion for college students and their families.
For families, the 2026 season is less about impulse buying and more about comparing prices, shopping earlier, and stretching budgets. Deloitte’s 2026 back-to-school research found parents expected to spend about $557 per child for K-12 shopping, with many shoppers using digital tools, search, social media, and deal research before buying.
College spending is especially important for retailers because the list goes far beyond notebooks and backpacks. Families and students often buy laptops, dorm furniture, bedding, kitchen supplies, clothing, shoes, storage, transportation items, and personal technology before the semester begins.
What families are buying:
- Clothing, shoes, and everyday basics
- Electronics such as laptops, calculators, tablets, phones, and accessories
- School supplies including notebooks, pens, backpacks, planners, and organization tools
- Dorm and apartment items such as bedding, towels, storage, lighting, small appliances, and cleaning supplies
- Food, personal care, and transportation-related needs for college students living away from home
For parents and students, the best approach is to start with the required school or campus list, separate true needs from nice-to-have extras, and compare total costs before checkout. For small businesses and local retailers, the season is a reminder that families are looking for value, convenience, clear product information, and timely promotions.
