K-12 Trends & Statistics
Data Drop: Back-to-School Forecast 2026
Back-to-school spending will reach $85.42 billion in 2026, as families prioritize education despite a growing focus on value. Shoppers are increasingly turning to digital channels and promotional events to lock in lower prices before the start of the school year.
Retailers must prioritize digital to capture August’s back-to-school shoppers
Some students have already started their school year, but the back-to-school shopping season is far from over. In fact, over a third (34%) of families begin their back-to-school shopping in August, according to recent data from ad platform gumgum.
Back-to-School Season Sales, US
Back-to-school sales will return to a more normal, prepandemic growth rate this year
We expect back-to-school sales to rise 2.9%: While that’s a far cry from rates over the past two years, it is markedly higher than in 2019.
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