2026 Deloitte Back-to-School Survey

Deloitte forecasts that inflation-adjusted back-to-school spending will decline 6% in 2026 as economic uncertainty prompts parents to tighten budgets. Families plan to spend an average of $570 per child, with many shopping earlier to take advantage of promotions, comparing prices more carefully and prioritizing essential purchases over discretionary items. The survey also found that value-conscious consumers are increasingly embracing AI-powered shopping tools to find deals, compare products and manage spending more efficiently.

These findings suggest retailers and brands will face a more competitive back-to-school season, creating opportunities for discount retailers, office supply stores, apparel brands, electronics retailers and grocery chains that can clearly communicate value, promotional offers and affordability while engaging shoppers early in the buying cycle.