Consumer Behavior

Back-to-school shoppers want value, comfort, style

Generated by AI/Adobe Stock

August 6, 2026

Summarize with

Consumers shopping for back-to-school items are looking for value, comfort and style, according to a Circana, LLC survey that also revealed over half, 57%, are very concerned or somewhat concerned about price increases.

Yet at the same time, more than one-third (38%) say they are not concerned about rising prices, according to a press release on the findings.

"Back-to-school shoppers aren't simply looking for the lowest price — they're looking for the smartest purchase," Kristen Classi-Zummo, apparel industry advisor at Circana, said in the release. "Today's consumers want products that deliver on style, fit, and versatility while helping them feel confident that they are spending wisely and getting the most for their money."

Consumer Behavior