A101 research reveals shifting back-to-school consumer trends

A101’s ‘Back to School 2026’ research indicates that school preparations have evolved into a multi-category shopping period. Beyond stationery, consumers are increasingly purchasing footwear, clothing, and lunch boxes.

According to the study, 76% of consumers engage in back-to-school shopping. While 74% plan to buy stationery, approximately two out of every three consumers also intend to purchase shoes or sneakers. Additionally, 41% of shoppers report that they perform these shopping trips accompanied by their children.

The research highlights a shift toward more selective and comparative consumer behavior. Compared to the previous year, 44% of participants are more actively following campaigns and discounts, 40% are comparing prices across different stores, and 37% are gravitating toward more affordable products. Furthermore, 31% of respondents noted an increased use of online shopping channels.