While online shopping is still holding its own, its share of spending among both K-12 and college households is slipping year by year.
Yearly BTS spending for college students cracks $100B for the 1st time
Back-to-school spending is on track to smash records this year, and families across K-12 and college households are opening their wallets earlier than ever before. New data from the National Retail Federation (NRF) and Prosper Insights & Analytics, which surveyed 7,677 consumers between July 1 and July 8, reports total K-12 spending climbing to $43.3 billion, with college households poised to cross the $100 billion threshold for the first time.
Budget pressures are shaping how families approach the season in 2026, with roughly half (47%) of all shoppers reporting that they intend to buy only what’s essential to start the school year. Of those who haven’t finished shopping for the school year, 23% are stretching their spending across several weeks to stay within budget, and 46% are holding out for a better deal.
Summer sales events also look to have captured a strong share of that early spend, with more than half of shoppers (54%) saying they used June promotions like Prime Day, Walmart Deals and Target Circle Deal Days to knock out some of their school-related buys.
“Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season,” said Mark Matthews, chief economist and executive director of research at NRF. “Shoppers are keeping value front and center as they look for ways to make their dollars go further. Retailers are responding with a strong assortment of products, promotional events and more convenient shopping options, helping families find what they need while saving time and money.”
Families with children in elementary through high school are expected to spend $863.86 on supplies per household this year. Electronics lead that yearly spending breakdown at $293.11 per household, with clothing and accessories close behind at $250.29 per household. Shoes ($174.01) and school supplies ($146.45) close out the top four.
Families with college students are expected to do even more back-to-school spending than that, with average per-shopper spending clocking in at $1437.79. College shopping lists are also topped by electronics ($341.95), followed by dorm and apartment furnishings ($194), clothing and accessories ($182.39), food ($153.91) and personal care items ($133.34).
Online retail remains a leading shopping channel for K-12 families, but its share has slipped; only half of shoppers plan on buying their items online compared to 55% in 2025. Department stores drew 47% of shoppers, while discount stores took a 44% share. Around 39% of respondents did some of their back-to-school shopping at clothing stores.
Among college students, however, online shopping dropped to its lowest level since 2016, with just 41% planning purchases online. Department stores captured 33% of college shoppers – tied with discount stores – while college bookstores took a 25% share.
“The rise in college spending is being driven by increased purchasing plans across multiple categories,” said Phil Rist, Prosper’s EVP of strategy. “The percentage of consumers planning to purchase electronics has increased significantly this year, while several other categories are also attracting more shoppers than previous years.”
Washington, D.C.-based NRF advocates for the people, brands, policies and ideas that help retail succeed.
About NRF
The National Retail Federation, the world’s largest retail trade association, passionately advocates for the people, brands, policies, and ideas that help retail thrive. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $3.9 trillion to annual GDP and supporting one in four U.S. jobs – 52 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
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