Survey: Majority of consumers plan to visit malls for back-to-school shopping
Physical stores – especially at malls – will be a top destination for back-to-school shopping this year.
The vast majority (97%) of shoppers plan to either shop exclusively at stores or combine in-store and online shopping this season, building on last year’s figure of 95%, according to a new survey from Mall of America. More than half (54%) plan to do their shopping at their local malls, with two-thirds (66%) of respondents planning to combine shopping with dining, entertainment or attractions.
Nearly three-quarters (73%) of respondents plan to spend between $100 and $499 per student this year overall, up slightly, compared with 70% last year. Clothing (43%) and shoes (37%) remain the categories shoppers are most willing to spend on.
Nearly half (45%) of shoppers say finding the best value and deals is their top priority while back to school shopping. Mall of America noted that in last year’s survey, 51% of consumers identified themselves as savers, highlighting an ongoing trend due to rising prices.
Additional highlights from the survey include the following:
- Four-in-10 (41%) shoppers are purchasing brands and products they enjoyed growing up, passing childhood favorites on to the next generation.
- Students are the biggest influence on purchases for 37% of families, and 65% have purchased a back to school item after seeing it on social media.
- Only 10% of shoppers surveyed by Mall of America plan to use artificial intelligence tools to help research or make back-to-school purchases.
"Our research shows shoppers are redefining value," said Jill Renslow, chief business development & marketing officer at Mall of America. "Today's families are looking for destinations that offer more than great deals. They're combining shopping with dining and entertainment while rediscovering brands from their own childhood to share with the next generation. That's why destinations like Mall of America continue to earn a place in families' back to school traditions."
Mall of America commissioned an online survey of more than 620 U.S. consumers in July 2026 to better understand back to school shopping attitudes, spending intentions and consumer behavior.
[READ MORE: 2026 Top 10 Retail Center Experiences: No. 5 — Mall of America]
At 5.6 million square feet, Mall of America, located in Bloomington, Minn., is the largest shopping and entertainment complex in North America with up to 500 retail stores and restaurants, and several entertainment attractions.
