Parents boost back-to-school budgets by nearly 12%, fueling opportunities for a strong retail season

CHICAGO, June 30, 2026 – Confidence in the back-to-school shopping season is strong, as parents plan to increase their spending by a robust 11.7% to an average of $489 per child, according to JLL’s new 2026 Back-to-School Survey report. This surge is led by younger, engaged shoppers and signals significant opportunities for retailers who can deliver on value, selection, and convenience.

The report, which surveyed over 1,000 U.S. parents, finds that consumers are shopping more strategically this year, with supply chain fears of past years easing. As a result, 27% of parents are planning to start shopping in July, creating a concentrated, high-traffic period for retailers. This shift indicates parents are confident they will find what they need, allowing them to make deliberate, well-planned purchasing decisions.

"Families are seeking retailers that respect their time and budgets, which explains why 68.7% cite saving money and 35.1% prioritize finding the full school list in one place," said James Cook, Americas Director of Research, Retail, JLL. "Mass merchandisers are the favorites this season because they solve both priorities at once. The retailers succeeding right now have made value and convenience intertwined in every shopping experience."

The data shows decisive movement toward value-focused retailers. Walmart’s popularity surged 22.5 percentage points to reach 77.3% of parents, while Target and Amazon remain in the top three. Together, these three retailers now capture 58% of all top-retailer mentions. Also, dollar stores broke into the top 10 for the first time as a frequently visited retail destination for back-to-school shoppers.

Where parents will shop: mass merchandisers dominate 2026 back-to-school season

Clothing and uniforms command the largest share of back-to-school budgets at $189 per child (28% of total spend), followed by electronics at $151 (22%) and home furnishings at $125 (18%). While nearly all parents purchase stationery, accessories, and clothing—creating reliable baseline traffic—higher-ticket categories like electronics and home furnishings represent concentrated opportunities among households with older students. This dynamic reinforces the need for centers that can serve both everyday essentials and specialized, higher-value purchases.

“We're seeing a fundamental restructuring into a barbell market—value-seeking families consolidating at mass merchandisers while affluent households layer on specialty stops,” said Naveen Jaggi, President of Retail Advisory Services, JLL. “Centers that anchor on value formats while offering specialty depth can capture both high-volume traffic and high-spending customers. The winners will be landlords who intentionally curate for both ends of this barbell.”

Value shoppers average $444 per child and visit just 2-3 stores. Meanwhile, parents' shopping at retailers for electronics and home goods plan to spend $800-$900 per child – nearly double the national average – visiting close to six stores for older and college-bound students.

Younger parents are driving overall growth, with Gen Z planning to spend $671 per child (up 18.5% YOY) and Millennials $549 (up 18.0% YOY). Enclosed mall shoppers spend $613 per child, 25% above average, drawn to specialty options.

JLL’s 2026 Back-to-School Survey delivers a clear roadmap for the season ahead and beyond. The summer shopping window has become highly concentrated, making immediate promotional activation critical for capturing peak traffic. Mass merchandisers, dollar stores, and off-price formats are capturing the volume, representing fundamental change in consumer behavior. For landlords, the value shift isn't temporary; it's structural. Leasing strategies should prioritize formats that answer the two factors parents care about most: saving money and completing their list in one place.