American families are diving into back-to-school deals earlier than ever this year, snapping up discounts on backpacks, electronics, and other school essentials even as higher food and gas prices leave many feeling stretched.
Early Bargain Hunting
Amazon.com, Walmart, Target, and Best Buy have all rolled out back-to-school promotions earlier than usual, turning what was once a late-summer shopping period into a broader summer sales season. Amazon Prime Day-style events have become an unofficial kickoff to back-to-school shopping, with retailers competing aggressively for budget-conscious consumers.
Parents are increasingly seeking discounts on basics while budgeting for trend-driven products, from customizable pencil cases and bento lunch boxes to JanSport and North Face Borealis backpacks, Stanley and Owala water bottles, and dorm accessories popular on TikTok and Instagram.
Families are expected to spend about $922 on average on back-to-school shopping this year, according to PwC, roughly 47% more than in 2025, though part of that increase reflects higher prices linked to the Iran war.
Shift to Digital Shopping
The shift toward digital shopping continues, and Amazon and Walmart remain at the center of that trend. PwC expects the share of consumers planning in-store back-to-school purchases to fall to about 70% this year from 79% last year.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
