The news: Target will run a weeklong back-to-school sale from July 26 through August 1, discounting kids' clothing, shoes, uniforms, backpacks, and teen decor by up to 30%.

Target also cut prices on thousands of items across supplies, food and beverage, and other categories. The retailer said 95% of school supply prices will be at or below last year's levels, with supplies starting at 25 cents and apparel from $5.

It will host back-to-school events in 2,000 stores on August 8, up from 400 last year, along with back-to-college move-in events in nearly 150 stores on August 16.

Zooming out: Target's pricing policy follows other retailers including Dollar General and Staples, which are holding school-supply prices at or near 2025 levels as families weigh another season of tight budgets.

• Parents plan to spend $557 per child this year, flat against last year, with the total back-to-school market estimated at $30.4 billion, per Deloitte.
• 57% of parents expect economic conditions to worsen over the next six months, the highest share Deloitte has recorded since 2020.

However, the most cost-conscious consumers are still spending. Thirty-one percent of parents qualify as "hyper-value seekers" who use four or more cost-saving tactics, such as switching to cheaper brands or shopping at more affordable retailers. Despite that deal-seeking mindset, this group is expected to spend an average of roughly $610 per child this year, 14% more than other shoppers, suggesting value-seeking this season reflects greater selectivity rather than shrinking budgets.

Implications for retailers: Pairing affordability with a wide array of in-store events gives Target a reason to pull shoppers back into stores as many families become more deliberate about how they spend.

By combining price cuts with personalization kits, giveaways, and a trend-forward assortment from brands like Cat & Jack, Target is betting that a stronger in-store experience and relevant merchandise will lead value-conscious shoppers to spend more.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.