Consumer Behavior

Households tapping AI, discounts, secondhand shops in back-to-school shopping

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August 28, 2026

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As students head back into the classroom across the U.S. families are using AI, discounts and second-hand shopping when it comes to back-to-school spending.

Those are findings from a National Retail Federation blog, authored by NRF Senior Analyst Lea Grgich, that also revealed consumers had completed an average of 44% of their shopping as of early August, and most K-12 and college shoppers plan to make their remaining purchases during the final two weeks before classes begin.

According to NRF's latest back-to-school consumer survey, shoppers continue to prioritize value as they prepare for the school year and new NRF data shows back-to-school shoppers are still completing their purchases for 2026, with the help of AI-powered shopping tools, discounts, promotions and secondhand products to stretch their budgets.

As of early August, shoppers had only completed an average of 44% of their list,.

"Through it all, retailers remain focused on delivering value, providing shoppers with options and competitive price points," stated the blog.