Back-to-School: Parents Are Spending More and Looking for Value Every Step of the Way
GSTV's June 2026 Consumer Pulse Study highlights three trends shaping this year's back-to-school shopping season:
Parents are planning to spend more, with 49% expecting to increase spending on clothing and shoes this year.
Value is driving purchase decisions, as 52% of parents are relying on coupons, cashback, and loyalty rewards to manage costs.
Early advertising has an advantage, with 63% of parents saying they welcome seeing back-to-school ads before the season begins.
Bottom line: Back-to-school spending is expanding beyond the basics, but value remains the deciding factor. Brands that engage parents early with savings-focused messaging will be best positioned to influence purchase decisions.
As families prepare for a new school year, back-to-school shopping continues to be one of the biggest seasonal retail moments. But in 2026, parents are balancing growing shopping lists with growing concerns about cost.
New findings from GSTV's June Consumer Pulse Study reveal that while parents expect to spend more across nearly every major category, they're also becoming increasingly strategic about how and when they shop. For brands and marketers, the opportunity is clear: deliver timely messaging that emphasizes value, reaches shoppers early, and influences purchase decisions before they head into stores.
Spending Is Expanding Across Categories
Parents aren't just budgeting for notebooks and backpacks. Spending is expected to increase across a broad range of categories, reflecting the reality that back-to-school shopping now extends well beyond classroom essentials.
Nearly half of parents (49%) expect to spend more on clothing and shoes this year, followed by:
School supplies: 43%
Food and snacks: 42%
Personal care: 41%
Technology: 36%
The data highlights how today's back-to-school season has become a full-basket shopping occasion, creating opportunities for brands across CPG, retail, technology, personal care, and apparel.
Value Is Driving Purchase Decisions
While spending is on the rise, parents are looking for ways to make every dollar go further.
To help manage costs this season, parents say they're:
Using coupons, cashback offers, and loyalty rewards: 52%
Waiting for sales and promotions: 49%
Shopping at discount or value retailers: 45%
For marketers, promotions aren't simply a nice-to-have; they are an important part of the purchase journey. Messaging that clearly communicates savings, rewards, or limited time offers can help motivate shoppers as they make purchase decisions.
Early Advertising Has the Green Light
Brands often debate when to begin seasonal campaigns, but parents are ready earlier than many marketers might expect.
According to the June Pulse Study:
63% of parents either welcome or don't mind seeing back-to-school advertising early in the summer.
Only 7% say it's too soon.
Rather than contributing to advertising fatigue, early campaigns help parents start planning and evaluating purchases before peak shopping begins.
What This Means for Marketers
This year's back-to-school season is defined by two complementary trends: parents are prepared to spend more, but they're shopping smarter.
Successful campaigns will meet consumers with messaging that:
Highlights promotions, loyalty programs, and value-driven offers.
Reaches parents early, when they're actively planning purchases.
Connects with a broader set of shopping occasions beyond traditional school supplies, including technology, personal care, apparel, and snacks.
As consumers fuel up and prepare for busy back-to-school routines, GSTV reaches them at a high-intent moment—when shopping lists are top of mind and purchase decisions are still being made. Reach out to our team to get started.
Source: GSTV x MFour, June 2026 Pulse Study among parents.