The Essential CPG Guide to Back-to-School 2026

Back-to-school shopping starts much earlier than many brands assume. Ibotta's 2026 Back-to-School Consumer Insights Survey found that 61% of shoppers set their budgets before July, 47% are already building shopping lists and 76% of shoppers plan to begin purchasing before August. The report also found that 96% of shoppers say promotions influence their purchase decisions, while back-to-school spending now extends well beyond school supplies into food, beverages, personal care, cleaning products and household essentials.

These findings reinforce that back-to-school is a broad household spending event rather than a single retail occasion, creating opportunities for grocery, beverage, personal care, healthcare, retail and household brands that engage shoppers early. The report also suggests that brands that establish value and loyalty during back-to-school may gain an advantage heading into the holiday season, as 44% of consumers say this is when they begin thinking about or purchasing for year-end celebrations.