ICSC: In-store visits remain key for back-to-school shopping
The overwhelming majority of back-to-school shoppers are visiting physical stores for their needs this year.
A new survey from ICSC revealed that 91% of consumers shopped or expect to shop at a physical store for back-to-school items, while around half (51%) are taking advantage of buy online, pick-up in store options. Browsing and shopping in stores has the most influence on back-to-school purchases for a third (33%) of consumers.
When deciding where to shop in-person, ICSC found that consumers prioritize best overall prices and promotions (54%), convenient locations (34%) and the ability to see, try on, or choose items in person (31%).
Shoppers expect to spend an average of $944 this year across categories, slightly up from last year’s ICSC survey. Parents specifically expect to spend an average of $820, an almost $100-increase from 2025. Apparel and footwear (87%) will be the most purchased category, followed by school supplies (77%) and electronics (44%).
More than half (54%) of those surveyed say they are concerned about their ability to afford everything they need this back-to-school season. To help stretch their budgets, nearly six-in-10 (57%) consumers did all or most of their back-to-school shopping during June promotions like Amazon Prime Day, Walmart Deals and Target Circle Deal Days.
More than a quarter (28%) of all shoppers identify as “value seekers,” trying to limit spending, stay within budget, or find the best deals, with nearly four-in-10 (38%) of those earning less than $25,000 identifying as such, along with 20% of households earning more than $250,000. As a testament to this, back-to-school shoppers continued to favor discount stores (63%) this year.
[READ MORE: Parents expect to spend more — and take on debt — for back-to-school shopping]
Shoppers of income levels are feeling the strain this back-to-school season, ICSC found. Ninety-seven percent of shoppers with a household income of $25,000 to $75,000 annually say higher prices will impact their back-to-school purchasing decisions, compared to 87% of shoppers with a household income over $250,000.
“Back-to-school continues to be one of the retail industry’s busiest seasons, offering an early look at consumer sentiment and spending priorities heading into the second half of the year,” said Tom McGee, president and CEO of ICSC. “This year’s survey reveals that while affordability remains a concern, families will continue to purchase the essentials students need by focusing on value, shopping earlier, and seeking deals and promotions. For retailers, this presents a crucial opportunity to meet shoppers where they are with compelling value, convenient fulfillment options, and positive in-store experiences that help families maximize their time and budgets.”
ICSC’s back-to-school survey was conducted online from July 6-8, 2026, with a demographically representative U.S. sample of 1,009 respondents.
