U.S. back-to-school spending projected to reach record $150 billion

A new survey by the National Retail Federation and Prosper Insights projects U.S. back‑to‑school spending to hit an all‑time high of about $146.8 billion in 2026, with $43.3 billion for K‑12 students and $103.5 billion for college students. Families are starting their purchases early – 62 % had bought items by early July – but many are delaying or spacing out purchases to capture discounts, especially during June sales events such as Amazon Prime Day, Walmart Deals and Target Circle Deal Days.

Affordability is a top concern for shoppers, who are prioritising value and increasingly turning to online channels. Electronics remain the largest expense for K‑12 families, while college students are expected to spend an average of $1,437.79 each. Retailers are responding with broader assortments, promotional events and more convenient shopping options to help families manage budgets.