NRF: Value drives back-to-school shopping as classes begin
Register to get 3 free articles
Support the Dead Pixels Society and get access to exclusive content by becoming a subscriber!
Want unlimited access? View Plans
Already have an account? Sign in
According to The National Retail Federation’s (NRF) latest back-to-school consumer survey, shoppers continue to prioritize value as they prepare for the school year. New NRF data shows back-to-school shoppers are still completing their purchases for 2026, with the help of AI-powered shopping tools, discounts, promotions and secondhand products to stretch their budgets.
As of early August, shoppers had only completed an average of 44% of their list, though making substantial progress from 23% in early July. When consumers pick up their remaining items has a lot to do with the deadline they’re working within: Most K-12 (52%) and college shoppers (48%) claim they’ll finish shopping in the week or two before school starts.
Preparing for the school year is a big undertaking, but consumers are using all the tools available to them to budget and shop for the start of classes. Sixty-one percent of back-to-school shoppers say they used generative AI and other AI-powered shopping tools this year to find the best prices and discounts and ask for recommendations and ideas.
More back-to-school shoppers are picking up secondhand materials as they tick items off their list than they did last year — about one-third (32%) of K-12 shoppers and nearly half (47%) of college shoppers have purchased or plan to purchase secondhand or refurbished items. Although both groups are buying secondhand more this year than last, college shoppers in particular have upped the ante from 40% last year.
Through it all, retailers remain focused on delivering value, providing shoppers with options and competitive price points. About three-quarters (73%) of back-to-school shoppers say the sales and promotions on the materials they needed this year were the same or better than last year. And their value-seeking attitude remains front and center as consumers make good use of the deals, with an average 48% of purchases made by K-12 and college shoppers having been driven by coupons, sales or promotions.
