New research from the International Council of Shopping Centers (ICSC) finds consumers to be more value-focused in regard to spending this back-to-school (BTS) shopping season. Retailers and brands can expect customers to be comparing prices while looking for promotions.
In the ICSC survey, the report’s authors said BTS spending this year “is expected to remain strong, even as affordability concerns continue to shape one of retail’s most important shopping seasons.”
Tom McGee, president and chief executive officer of the ICSC, said the BTS shopping season “continues to be one of the retail industry’s busiest seasons, offering an early look at consumer sentiment and spending priorities heading into the second half of the year.”
“This year’s survey reveals that while affordability remains a concern, families will continue to purchase the essentials students need by focusing on value, shopping earlier, and seeking deals and promotions,” the CEO said. “For retailers, this presents a crucial opportunity to meet shoppers where they are with compelling value, convenient fulfillment options and positive in-store experiences that help families maximize their time and budgets.”
The report’s authors said shoppers are committed to BTS spending in spite of financial pressures. They said the BTS shopping season is one of the year’s most important shopping seasons. Families are prioritizing purchases for students even as household budgets are closely managed.
Regarding spending, the ICSC said consumers are expected to spend an average of $944 this year in categories such as apparel, electronics, school supplies, home goods and sporting goods. This is a slight increase compared to 2025. Parents alone are expected to spend an average of $820, which is an almost $100-increase from last year.
Of those shoppers polled, 87 percent said they plan to purchase apparel and footwear, 77 percent on school supplies and 44 percent electronics. Financial concerns remain as 54 percent of respondents said they are concerned about their ability to afford everything they need this season. And 57 percent said they did all or most of their back-to-school shopping during June promotions during Amazon Prime Day, Walmart Deals and Target Circle Deal Days.
“Consumers are approaching back-to-school shopping with a value-first mindset,” the report noted. “Rather than cutting back, shoppers are looking for ways to stretch their budgets through promotions, comparison shopping and careful planning.”
So, it’s no surprise that 63 percent of shoppers polled continued to favor discount stores this year. Physical stores continue to play a key role this season, with 91 percent of shoppers spent or expect to spend in a physical store, while 51 percent said they are taking advantage of buy online, pick up in-store options.
When deciding where to shop in person, the survey showed that consumers prioritize the best overall prices and promotions at 54 percent, convenient locations at 34 percent, and the ability to see, try on or choose items in person at 31 percent.
The poll also showed that all incomes are feeling financial pressure this year. Ninety-seven percent of respondents of with a household income of $25,000 to $75,000 annually said higher prices will impact their back-to-school purchasing decisions. This compares to 87 percent of shoppers with a household income over $250,000. Thirty-eight percent of those polled who are earning less than $25,000 identify as “value seekers,” as do 20 percent of households who earn over $250,000.
Meanwhile, online commerce is expected to see a spike in returns this season. Research from Riskified, a fraud and risk intelligence platform, showed an increasing normalization of “try before you buy,” with 42 percent of consumers polled saying they believe it’s acceptable to buy multiple sizes or colors with the intention of returning most of them. Called “bracketing,” the behavior is reshaping online retail, according to the report’s authors.
Social media is also fueling return culture, the report noted, with 51 percent saying they have encountered return-related content on social platforms. Thirty percent have used shared return “hacks,” which shows “how online communities are normalizing behaviors that create challenges for retailers,” the report’s authors said.
Where returns cross the line into abuse is how 24 percent of those polled say they view wearing or using an item before returning it as “acceptable.”
