Consumers focused on price over brand loyalty for back-to-school shopping
Prices and promotions are the top factors for those looking for back-to-school items this year as inflation continues to affect shoppers’ budgets.
Three-quarters (74%) of shoppers say they are putting more effort into finding deals, discounts, cash back offers, promotions and rewards than they did last year, according to a new survey from global loyalty and promotions company Snipp. More than half (52%) of those surveyed say they are either extremely or very concerned about the cost of back-to-school shopping, while nearly one-in-three (29%) report being somewhat concerned.
When asked what is having the biggest impact on their back-to-school budgets, inflation and rising prices (75%), grocery costs (58%) and fuel and transportation costs (54%) were cited most frequently. A third (33%) of consumers plan to spend between $100 and $249 on back-to-school shopping this year, while a nearly identical amount (32%) plan to spend between $250 and $499.
To save money, more than four-in-10 (41%) consumers plan to shop at discount retailers. Purchasing lower-cost brands (40%), comparing prices more carefully (38%), shopping earlier (38%), waiting for promotions (32%) and reusing items from previous years (26%) were also reported as tactics.
When asked which back-to-school shopping behavior best describes them, only 11% of those surveyed by Snipp said they will prioritize trusted brands or higher-quality products over price. Seven-in-10 (71%) respondents said back-to-school shopping is becoming more about finding value than remaining loyal to specific brands or retailers.
However, 80% added that they would be likely to switch from their preferred brand if a competitor offered a meaningful discount, cash back offer or rebate.
[READ MORE: Circana: Office supplies market to hit $11.1 billion in 2026]
“For brands and retailers, success in 2026 may depend less on traditional notions of loyalty and more on delivering relevant, measurable value at the moment of purchase,” noted Snipp. “In an environment where nearly two-thirds of shoppers expect to become even more price-sensitive over the next year, the brands that make savings visible, accessible and rewarding are likely to have the greatest advantage.”
Snipp surveyed 1,000 U.S. parents and students about their plans for the 2026-2027 school year for its “Back-to-School 2026 Survey: Value Wins as Shoppers Prioritize Savings Over Brand Loyalty” report.
