Survey: Families plan to spend $250 per child on back-to-school supplies
Higher prices are pushing families to spend more on back-to-school needs this year.
Families are expected to spend $252 per child on back-to-school purchases this year, marking a 6% year-over-year increase, according to the Consumer Pulse Back-to-School 2026 survey released by audit, tax and advisory firm KPMG LLP.
Nearly 80% of parents say the increase in planned spending reflects higher prices for the same school essentials and technology purchases as last year, including big-ticket items like laptops.
[READ MORE: Parents expect to spend more — and take on debt — for back-to-school shopping]
Unsurprisingly, consumers are feeling the pinch in non-discretionary spending as a whole, according to the survey. A majority of respondents expect to spend more on groceries (83%), gas and car maintenance (77%) and prescription drug costs (52%) than they did at the same time last year.
“Families are paying more this back-to-school season, but they aren’t getting more,” said Duleep Rodrigo, KPMG U.S. consumer, retail & hospitality leader. “That gap is forcing tougher decisions about where to spend and where to wait, and it’s changing what counts as essential. Brands that can demonstrate real value, not just lower prices, are the ones best positioned to earn their stay in the cart.”
Additional highlights from the survey include the following:
- Half of consumers plan to dine out less frequently once school resumes, and 48% plan to prepare simpler weekday meals.
- Forty-three percent cite home-cooked food as their preferred option for children's meals and snacks during school days, while 7% prefer packaged or ready-to-eat options.
- Seven-in-10 families are planning for sports participation this school year.
- Nearly a third (32%) of children participate in extracurricular training or tutoring, and among those, 42% take part in sports training or coaching.
"Back-to-school marks a reset for family spending habits,” said Julia Wilson, KPMG U.S. principal of consumer & retail strategy. “The more relaxed approach of summer gives way to tighter routines, more meal planning, and fewer restaurant visits. For brands, the opportunity is to meet consumers with simpler, cost-conscious solutions that fit into these routines.”
The KPMG Consumer Pulse Back-to-School 2026 Survey is based on a survey of 2,297 consumers across the U.S. surveyed from May 29 to June 18, 2026.
