Back-to-school spending is expected to remain nearly flat at $30.4 billion for the 2026 school year, according to Deloitte’s annual survey released Thursday. However, inflation is eroding families’ purchasing power, effectively reducing planned outlays by 6% after adjusting for price increases.
Parents of K-12 students anticipate spending an average of $557 per child, a modest $13 decline from last year. The survey, which polled 1,200 U.S. parents in late June, found that 57% of respondents expect the economy to deteriorate over the next six months—the highest level of pessimism recorded since 2020. Nearly one-quarter of parents expressed concern about meeting upcoming payments.
Spending patterns diverge sharply by income bracket. Lower- and middle-income households plan to increase spending this year, driven largely by higher prices for essentials like notebooks, backpacks, and sneakers. In contrast, upper-middle- and high-income families intend to cut back. Among households earning $200,000 or more, 63% reported having less disposable income this year, prompting them to reduce discretionary purchases.
Category shifts are notable. Spending on clothing and accessories is projected to rise 22% to an average of $323 per child. Technology purchases, however, are expected to drop 16% as families delay upgrading laptops and tablets. If budgets tighten further, clothing remains the category most likely to be trimmed, according to respondents.
Nearly one-third of parents qualify as “hyper value-seekers,” defined as those using at least four cost-saving tactics such as switching brands, shopping at discount retailers, buying private-label goods, or leveraging cashback websites. These consumers plan to spend 14% more than other shoppers, indicating a focus on maximizing value rather than simply reducing outlays.
Timing of purchases is also shifting. Less than half of planned spending is expected to occur by the end of July, with more activity moving into early August as families wait for seasonal promotions. More than two-thirds of respondents said they intend to shop during summer sales events.
For financial advisors, the survey underscores the importance of helping clients navigate inflationary pressures on household budgets. As families prioritize value and delay non-essential purchases, advisors may need to revisit cash-flow planning and emergency reserves. The findings also align with broader trends in consumer behavior, as seen in a recent U.S. Bank survey showing 88% of parents are comfortable discussing finances with their children, reflecting a generational shift toward financial transparency.
Advisors working with multi-generational families may also draw insights from a recent AlTi survey that found nearly half of family offices have formalized their wealth purpose, suggesting that structured financial planning is becoming more common among affluent households.
