Deloitte: $557 planned per K-12 student

Deloitte said on July 9 that U.S. parents plan to spend an average of $557 per K-12 student on back-to-school purchases this season, according to its 2026 survey. The figure is down $13 from last year’s $570, and Deloitte said the decline is 6% after adjusting for inflation. The firm estimated the total market at $30.4 billion. Deloitte said the results reflect a season in which parents are still buying for school, but with tighter budgets and weaker consumer sentiment. ### How much are parents planning to spend this year? The $557 average covers back-to-school items for students in grades K-12, Deloitte said in the survey released Thursday. The firm described spending as effectively flat in nominal terms because the year-over-year drop was relatively small, even as inflation-adjusted spending fell more sharply. Reuters, citing the survey, reported the projected market size at $30.4 billion. (prnewswire.com) Last year’s comparable figure was $570 per student, according to Deloitte’s 2025 survey. That means this year’s planned spending is lower in dollar terms, but not by the larger swings seen in some earlier back-to-school seasons. Deloitte has tracked the survey for 19 years, according to its 2026 report. (deloitte.com) ### What is driving the pullback? Deloitte said 57% of surveyed parents expect economic conditions to worsen over the next six months. The firm said that share is the highest since 2020, tying the spending outlook to persistent inflation and weak consumer sentiment. In its July 9 release, Deloitte said parents are approaching the season with “intent and restraint.” (prnewswire.com) Natalie Martini, vice chair and U.S. retail and consumer products sector leader at Deloitte, said in the company’s release that parents are willing to do what they can to prepare children for school, but financial concerns are forcing them to sharpen budgets. Retail Dive, citing the survey, said higher prices and economic uncertainty remain top of mind for parents entering the 2026 school year. (prnewswire.com) ### Where are families still spending, and where are they cutting back? Deloitte said families are prioritizing necessities such as clothing while reducing planned spending on technology. Reuters’ summary of the survey said households are shifting toward essentials as they pull back on more discretionary items. That pattern matches Deloitte’s description of parents protecting core school needs first. (prnewswire.com) Retailers are already responding to that mix. Kohl’s has priced thousands of back-to-school items under $25, Retail Dive reported on July 9, as chains try to capture shoppers looking for lower-priced basics. Separate coverage from Retail Dive said mass merchants and department stores are expected to remain key destinations for back-to-school shoppers this season. (money.usnews.com) ### Are parents changing when and how they shop? Deloitte’s survey points to more deliberate shopping behavior, with families seeking value as they decide where to buy and what to delay. EconoTimes, citing the report, said many families are waiting longer to make purchases, a sign they may be looking for promotions closer to the start of school. (retaildive.com) Retail TouchPoints reported that Deloitte’s findings also show economic anxiety at a five-year high, while shoppers are becoming more tactical about deals and digital tools. That report said AI-assisted shopping is emerging as one of the behaviors shaping the season, though Deloitte’s topline message remained centered on price sensitivity and essential purchases. (deloitte.com) ### How does this compare with recent years? Deloitte said back-to-school spending reached about $586 per student in 2024 and $570 in 2025. The 2026 figure of $557 extends a two-year step-down in planned spending after higher readings earlier in the decade, though the latest move is modest in nominal terms. In 2023, Deloitte had projected $597 per student. (retailtouchpoints.com) The July 9 survey and press release are now posted on Deloitte’s website and PR Newswire, with category detail, methodology and commentary from Deloitte executives. Reuters and other retail trade outlets published follow-up coverage on Thursday as retailers and investors track the back-to-school season. (prnewswire.com 1) (prnewswire.com 2)