Back-to-school shopping started early, but many are waiting for better deals

For a majority of shoppers, back-to-school shopping is already in full swing, as parents get an early start preparing for the school year, and others are spreading out their budgets across the summer.

Roughly two thirds (62%) of shoppers started their back-to-school shopping in early July, according to the latest data from the National Retail Federation. That number is down from 67% for the same period last year.

Instead, a lot of shoppers are not buying everything at once, but waiting for the best deals to keep things affordable. About 46% of those who haven’t finished their back-to-school shopping yet are holding out for better deals, while another 23% are deliberately spreading out spending to manage budgets, NRF’s data showed.

Still, summer sales events like Prime Day and similar promotions by big-box retailers remained a popular way to save money on back-to-school items; 54% of consumers used sales in June to purchase items for the school year, NRF noted.

“Affordability remains top buy for consumers this back-to-school season,” Mark Mathews, NRF’s chief economist and executive director of research, said in a video posted by NRF. “We know that families are trying to stretch their dollar in the face of rising prices, but despite that, parents are prioritizing the students in their lives, making sure that they have the electronics, clothing, school supplies, and other essentials needed for a successful school year.”

Meanwhile, back-to-school shopping has gotten more expensive, and parents are under pressure to find everything from electronics to school supplies at affordable prices. Families with school kids plan to spend an average of $863.86 this year, up from $858.07 in 2025.

Overall spending for the college group is expected to cross the $100 billion line for the first time, reaching $103.5 billion this year, higher than last year’s $88.8 billion, NRF estimates showed.

“To make those purchases fit within their budgets, many families are cutting back in other areas or making do with the items that they already own,” Mathews said.

Still, despite a staggered shopping season, electronics are pushing this latest round of back-to-college spending up. On average, college shoppers plan to spend $1,437.79 per person, Mathews added.

Total back-to-school spending for school kids is expected to hit $43.3 billion, up from $39.4 billion in 2025, with families spending a little more on shoes, school supplies, and electronics. The number crosses the previous NRF survey record of $41.5 billion from 2023.

Back to stores: Among those shopping for K-12 students, 50% of those surveyed said they plan to buy items online, down from 55% last year. Parents also plan to buy in physical stores including department stores (47%), discount stores (44%), and clothing stores (39%).

Among college students, the number dips further to 41% for those who plan to shop online for the back-to-school season—the lowest level since 2016, when 38% consumers planned to buy items online, NRF noted. Instead, people plan to buy items at department stores (33%), discount stores (33%), and college bookstores (25%).