Observed Signal · Jul 29, 2026 · Research Report · Source: Retail Dive · Impact: 2/5 · Sentiment: Neutral
Back-to-school shoppers favor essentials over apparel
Reports from Circana and KPMG indicate back-to-school consumers are prioritizing essentials — school supplies and technology — while spreading apparel purchases across the school year rather than completing a single wardrobe refresh. Circana forecasts a modest decline in kids’ apparel dollar sales in Q3 driven by lower unit demand and finds significant consumer concern about clothing and footwear prices. KPMG's Consumer Pulse survey shows sporting participation is widespread and sporting supplies are increasingly treated as essential. Additional research notes higher use of BNPL financing and continued reliance on mass merchants for back-to-school shopping.
Consumer-survey and sales-forecast findings inform retail merchandising, category marketing and seasonal media planning, but do not represent a major platform or policy change for the AdTech industry.
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Key Takeaways & Evidence Grounding
- Circana reports back-to-school shoppers are focusing on essentials such as school supplies and technology and plan to spread apparel purchases across the school year.
- Circana’s Future of Apparel forecast projects kids’ apparel dollar sales will decline 1% to 2% in Q3, primarily due to a 3% decline in unit demand.
- A Circana omnibus survey found 57% of consumers are at least somewhat concerned about how prices will impact back-to-school clothing and footwear budgets; 24% said they were very concerned.
- KPMG’s Consumer Pulse Back-to-School 2026 survey found about 70% of families expect sports participation this school year; outdoor sports account for 43% of activities and soccer is the most popular at 47%.
- Omnisend reported 45% of families plan to use buy now, pay later (BNPL) financing for back-to-school purchases, and Deloitte reported 80% plan to shop at mass merchants.
Connected Companies & Entities
“Back-to-school shoppers are focusing on essentials like school supplies and technology for the first day of school and planning to spread ou...”
“However, sporting supplies are a growing priority for families, per the Consumer Pulse Back-to-School 2026 survey from KPMG.”
“As parents look for ways to trim spending this year, Omnisend reported that 45% of families are planning to use buy now, pay later financing...”
“Deloitte reported that 80% are planning to do their back-to-school shopping at mass merchants.”
“This website is owned and operated by Informa TechTarget, a global network that informs, influences and connects the world’s technology buye...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Back-to-school spending 'moderate at best'
A Circana report warns that the 2026 back-to-school season will be “moderate at best,” with lower unit demand and revenue pressure driven in part by pricing. Circana found overall retail sales revenue fell 1% year-over-year in July and unit sales dropped 2%. Discretionary general merchandise dollar sales declined 4.3% for the four weeks ending Aug. 1, with unit demand down 3.9%. Circana says spending growth is concentrated among higher-income consumers who prioritize purchases. Additional data cited include Omnisend findings on parental financial stress and increased buy-now-pay-later use, and NRF/Prosper forecasts that K-12 spending could reach $43.3 billion in 2026.
Back-to-school Shoppers Favor Mass Merchants, Department Stores
A 2026 Deloitte survey of more than 1,200 parents finds back-to-school spending largely flat as value and affordability drive retailer choice. Parents are expected to spend an average $557 per child (down $13 year-over-year, or about 6% after inflation). In-store shoppers plan to spend $521 per child while online shoppers plan $614. Mass merchants account for roughly 80% of planned spending, followed by online stores, warehouse membership clubs and department stores. Deloitte estimates the total back-to-school market at $30.4 billion. Economic sentiment is weak — 57% expect the economy to worsen — and parents plan to delay some purchases until late July/early August. Clothing spending is projected to rise 22% to $323 per child but is also the category most likely to be cut; tech spending is expected to fall about 16% to $417 per child. Parents who use generative AI and broader digital shopping tools tend to plan higher spend.
Kohl's launches another back-to-school deals promotion
Kohl’s launched a new set of back-to-school promotions on Aug. 19, 2026, cutting prices up to 50% across school supplies, apparel and beauty items and offering $10 in Kohl’s Cash for every $50 spent, plus a weekend giveaway of $5–$100 in Kohl’s Cash while supplies last. The retailer earlier promoted “thousands of products under $25” for the season. Placer.ai data cited in the story shows Q2 store visits fell 1.4% year-over-year (improving from a near-8% decline in Q1). Analysts and market research firms (Morgan Stanley, Circana, NRF) offer mixed outlooks for the back-to-school season, with NRF forecasting nearly 10% sales growth to $43.3 billion but some firms urging caution.
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