New ICSC Survey: Back-to-School Shoppers Prioritize Value and Turn to Stores for Deals

MEDIA ALERT

New ICSC Survey: Back-to-School Shoppers Prioritize Value and Turn to Stores for Deals

ATTN: Retail/Real Estate/Business/Consumer/Economic Editors and Reporters

WHO: ICSC

WHAT: Consumer data exploring how Americans are approaching back-to-school shopping.

WHEN: ICSC’s “Back-to-School” survey was conducted online from July 6, 2026 to July 8, 2026, with a demographically representative U.S. sample of 1,009 respondents.

QUOTE: “Back-to-school continues to be one of the retail industry’s busiest seasons, offering an early look at consumer sentiment and spending priorities heading into the second half of the year. This year’s survey reveals that while affordability remains a concern, families will continue to purchase the essentials students need by focusing on value, shopping earlier, and seeking deals and promotions. For retailers, this presents a crucial opportunity to meet shoppers where they are with compelling value, convenient fulfillment options, and positive in-store experiences that help families maximize their time and budgets.”

- Tom McGee, President & CEO, ICSC  

RESULTS:

As consumers continue to navigate an uncertain economic environment, they remain committed to back-to-school spending while taking a more deliberate, value-focused approach to spending. New research from ICSC finds that consumers are carefully managing budgets, comparing prices, and seeking out deals and promotions. Back-to-school spending is expected to remain strong, even as affordability concerns continue to shape one of retail's most important shopping seasons.

Key findings from the survey include:

1. Consumers remain committed to back-to-school spending despite financial pressures. Back-to-school remains one of the year's most important shopping seasons, with families continuing to prioritize purchases for students even as they carefully manage household budgets.

• Back-to-school shoppers expect to spend an average of $944 this year across apparel, electronics, school supplies, furniture, and sporting goods – a slight increase compared to last year.
• Parents expect to spend an average of $820, an almost $100-increase from 2025.
• 87% of shoppers plan to purchase apparel and footwear, 77% school supplies, and 44% electronics.

2. Value and affordability are driving back-to-school shopping decisions. Consumers are approaching back-to-school shopping with a value-first mindset. Rather than cutting back, shoppers are looking for ways to stretch their budgets through promotions, comparison shopping, and careful planning.

• 54% of back-to-school shoppers say they are concerned about their ability to afford everything they need this season.
• 57% did all or most of their back-to-school shopping during June promotions like Amazon Prime Day, Walmart Deals, and Target Circle Deal Days.
• 28% identify as "value seekers," trying to limit spending, stay within budget, or find the best deals.
• Back-to-school shoppers continued to favor discount stores (63%) this year.

3. Consumers are headed to brick-and-mortar stores for the best prices. Physical stores continue to play a central role in the back-to-school shopping journey as consumers compare products, look for promotions and purchase multiple categories in one visit. The survey shows shoppers continue to prioritize categories traditionally driven by in-store shopping, particularly apparel and school supplies.

• 91% of shoppers spent or expect to spend in a physical store and 51% are taking advantage of buy online pick-up in store options.
• Browsing and shopping in stores has the most influence on back-to-school purchases for 33% of consumers.
• When deciding where to shop in-person, consumers prioritize best overall prices and promotions (54%), convenient locations (34%), and the ability to see, try on, or choose items in person (31%).

4. Higher prices are affecting shoppers across income levels. The majority of back-to-school shoppers revealed that higher prices will impact their spending this year. While the “K-shaped economy” most acutely impacts lower-income households, the survey finds that all income levels are feeling the strain.

• 97% of shoppers with a household income of $25,000 - $75,000 annually say higher prices will impact their back-to-school purchasing decisions, compared to 87% of shoppers with a household income over $250,000.
• 38% of shoppers earning less than $25,000 identify as “value seekers,” as do 20% of households earning more than $250,000.

About ICSC

ICSC is the preeminent membership organization serving the commercial real estate and retail industries. The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.