Consumer Behavior

Most consumers concerned about back-to-school costs

Adobe Stock

August 19, 2026

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Nearly two-thirds of U.S. consumers with school-age kids are extremely or very concerned about back-to-school costs this year.

That's a prime finding from a Smarty survey that also revealed American families expect to spend 47% more on school items this year, according to a press release. Smarty is an online shopping rewards platform.

American families expect to spend about $922 on back-to-school shopping this year, up 47% from 2025, according to the release.

Additional findings include:

36% plan to reuse last year's school supplies.
30% plan to purchase fewer school supplies this year.
24% plan to purchase secondhand clothing.

"Back-to-school guides keep telling parents to spend more, but that's not what we're seeing in the data," Vipin Porwal, founder and CEO of Smarty, said in the release. "Families are extremely concerned about the cost of clothing, supplies and food this year, and they're responding by cutting back wherever they can, not by opening their wallets wider."

The Propeller Insights survey commissioned by Smarty surveyed 1,019 U.S. citizens, 18 and over, across the U.S. in July 2026.

Consumer Behavior