New consumer research from Snipp reveals a back-to-school shopper who is willing to spend more this year but is demanding more value in return.
As families prepare for the 2026-2027 school year, one thing is clear: back-to-school shopping is becoming increasingly value-driven. Rising costs, economic uncertainty, and ongoing inflation concerns are causing shoppers to rethink where they spend, what they buy, and which brands earn their business.
A new survey of 1,000 U.S. parents and students reveals that shoppers are expected to spend more this year, but they are also putting significantly more effort into finding deals, discounts, cashback offers, and rewards. The findings suggest that brands and retailers can no longer rely on loyalty alone. In today's environment, value is becoming the deciding factor.
n = 1000 US Back-to-School Shoppers | Nationally Representative | June, 2026
Nearly three-quarters (74.8%) of respondents expect their back-to-school spending to increase compared to last year, including 33.9% who expect spending to increase significantly.
At the same time, affordability remains a major concern. More than half (52.6%) say they are either extremely or very concerned about the cost of back-to-school shopping, while another 29.2% report being somewhat concerned.
The expected spend per student highlights the financial commitment many households are making:
The challenge is not a lack of willingness to spend. Rather, consumers are looking for ways to stretch their budgets further.
When asked what is having the biggest impact on their back-to-school budgets, shoppers overwhelmingly pointed to broader economic pressures:
As a result, consumers are actively changing how they shop.
More than four in ten are shopping at discount retailers (41.8%), purchasing lower-cost brands (40.1%), and comparing prices more carefully (38.8%). Others are shopping earlier, waiting for promotions, reusing items from previous years, or delaying purchases altogether.
Perhaps most telling, 77.9% say they are shopping early because they are concerned prices may increase later in the season.
Back-to-school shoppers are not simply looking for products. They are actively searching for savings opportunities.
74% say they are putting more effort into finding deals, discounts, cashback offers, promotions, and rewards than they did last year.
When asked which shopping behavior best describes them, only 11% said they prioritize trusted brands or higher-quality products over price. The overwhelming majority indicated that they either choose lower-priced options, switch brands for better deals, or actively seek promotions and rewards.
The findings suggest that shoppers are becoming increasingly pragmatic. Brand preference still matters, but value is increasingly determining final purchase decisions.
One of the strongest findings in the study centers on the relationship between loyalty and value.
More than seven in ten respondents (71.3%) believe back-to-school shopping is becoming more about finding value than remaining loyal to specific brands or retailers.
Even more striking, 80.6% say they would be likely to switch from their preferred brand if a competitor offered a meaningful discount, cashback offer, or rebate.
For marketers, this represents a significant shift. Consumers are not necessarily abandoning their favorite brands. Instead, they are becoming increasingly willing to reconsider those preferences when presented with a compelling value proposition.
The survey also highlights the growing importance of promotional offers in influencing purchase decisions.
When asked which incentive would most influence a purchase decision:
Similarly, shoppers expect to actively use multiple savings mechanisms throughout the season:
Back-to-school shopping remains one of the largest retail seasons of the year, but the rules are evolving. Consumers are spending more, yet they are also becoming more price-sensitive. They are shopping earlier, comparing more options, and actively seeking promotions. Most importantly, they are demonstrating a willingness to switch brands when meaningful value is offered.
For brands and retailers, success in 2026 may depend less on traditional notions of loyalty and more on delivering relevant, measurable value at the moment of purchase.
In an environment where nearly two-thirds of shoppers expect to become even more price-sensitive over the next year, the brands that make savings visible, accessible, and rewarding are likely to have the greatest advantage.
For Brands
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For Retailers
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For Marketers
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For Loyalty Teams
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The Value-First Shopper Has Arrived
The 2026 back-to-school season is not defined by reduced demand, but by consumers adapting to rising costs. Faced with pressure from inflation, grocery prices, and fuel expenses, shoppers are becoming more strategic, more value-focused, and more willing to switch brands in pursuit of savings.
1. Spending is rising
74.8% expect to spend more on BTS than last year.
2. Affordability is a major concern
81.8% express a level of concern about BTS costs.
75.7% cite inflation as the biggest budget challenge.
54.1% cite fuel costs as a household budget pressure.
77.9% are shopping earlier due to fear of prices increase.
3. Value is winning over loyalty
71.3% say shopping is more about value than loyalty.
4. Promotions drive brand switching
80% would switch brands for a compelling offer.
Coupons, cashback, discounts, and rewards are now core purchase drivers rather than supplemental incentives.
5. Price Sensitivity Will Continue
65.7% expect to become more price sensitive next year
See the full results of the 'Back-to-School 2026 Consumer Survey: Value Wins as Shoppers Prioritize Savings Over Brand Loyalty' here.
Stay top of mind with value conscious consumers with the right combination of engagement, promotions and loyalty strategies. Contact us to discover how our best-in-class promotions and loyalty solutions can help to deliver value, drive sales and engage your customers this back-to-school season.