# Back-to-school consumer behavior trends

> Live situation record from CLSTR: https://clstr.news/situations/back-to-school-consumer-behavior-trends
> Updated: 2026-09-21T08:21:00.000Z. Sources: 8. Developments: 2.

Research from A101 indicates that back-to-school preparations have expanded into a multi-category shopping period. While 74% of consumers plan to purchase stationery, approximately two out of every three also intend to buy shoes or sneakers, with increased interest in footwear, clothing, and lunch boxes.

Consumer behavior has become more selective and comparative. 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. Additionally, 31% of respondents reported an increased use of online shopping channels.

## Timeline

### 2026-09-21: A101 research reveals shifting back-to-school consumer trends

A101’s research shows back-to-school shopping is expanding beyond stationery to include footwear and clothing, with consumers becoming more price-sensitive and comparative.

3 sources. https://clstr.news/cluster/a101-research-reveals-shifting-back-to-school-consumer-trends

### 2026-09-09: Campus marketing intensifies during back-to-school season

Brands and e-commerce platforms are ramping up marketing for the back-to-school season, targeting a student market projected to reach 1.6 trillion yuan in consumption over the next four years.

5 sources. https://clstr.news/cluster/campus-marketing-intensifies-during-back-to-school-season

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Cite as: Back-to-school consumer behavior trends. CLSTR, https://clstr.news/situations/back-to-school-consumer-behavior-trends