CHICAGO, July 16, 2026 – As families prepare for the back-to-school season, U.S. consumers are balancing budget considerations with a desire for fashion that delivers style, comfort, and long-term value. New consumer survey data from Circana, LLC indicates that price sensitivity will play an important role this season, with 57% of consumers reporting they are either very concerned (24%) or somewhat concerned (33%) about price increases affecting back-to-school clothing and footwear costs this year. At the same time, more than one-third (38%) say they are not concerned about rising prices, reinforcing the increasingly nuanced consumer landscape.

"Back-to-school shoppers aren't simply looking for the lowest price—they're looking for the smartest purchase," said Kristen Classi-Zummo, apparel industry advisor at Circana. "Today's consumers want products that deliver on style, fit, and versatility while helping them feel confident that they are spending wisely and getting the most for their money."

That deliberate mindset is expected to shape purchasing decisions across apparel, footwear, and accessories throughout the season. Circana's industry experts point to several trends likely to influence back-to-school spending as families prepare for a new academic year.

Denim Expected to Drive Apparel Sales

Within the apparel market, denim is poised to remain a leading back-to-school category. Sales of jeans are up 7% this year through May. After a strong showing among teens last season, momentum is expected to expand into the children's market, particularly among kids ages 5 to 12. Wider-leg jean silhouettes continue to resonate with consumers and are helping drive demand for complementary items such as graphic tees, knit tops, and other casual wardrobe staples. The trend underscores continued demand for versatile pieces that can be worn across occasions and blend comfort, functionality, and personal style.

Versatile Footwear Takes Center Stage

Sneakers remain the cornerstone of back-to-school footwear purchases, valued for their adaptability, durability, and everyday comfort. Unlike apparel, footwear sales typically experience a more concentrated back-to-school spike – with July and August accounting for a combined 20% of annual sneaker sales for kids’ ages 5-18 – making the category a key seasonal driver.

This year, running inspired styles, as well as low-profile sneakers and Mary Jane-inspired styles are expected to stand out, reflecting broader fashion trends while maintaining the practicality families prioritize.

"Versatility has become a non-negotiable factor for consumers," said Beth Goldstein, footwear and accessories industry advisor at Circana. "Stretching the dollar, families are looking for footwear that can transition seamlessly between the classroom, extracurricular activities, and other events – and sneakers fit most wearing occasions."

Backpacks Blend Practicality and Personality

Backpacks remain a back-to-school staple, though some families may choose to reuse existing bags as they manage household budgets. Last year, 85% of parents and caregivers reported buying a new backpack for their school-age child during the back-to-school season, and both dollar and unit sales grew, suggesting that this year we might see softer results as parents look to extend the life of their backpacks.

At the same time, backpacks remain an important way for students to express their personality, helping to sustain demand across age groups. Licensed products and trend-driven designs are expected to be key drivers of sales, particularly among younger shoppers. In fact, the share of licensed backpacks continues to grow and accounted for nearly half of backpack sales during last year’s back-to-school season, underscoring the strong appeal of character- and brand-inspired designs.

"Entertainment franchises and social media continue to shape what kids and teens want to carry into the classroom," Goldstein said. "Backpacks are increasingly serving as both practical necessities and tools for self-expression."

Value Shapes the Season

Across softlines, the defining characteristic of this year's back-to-school season is not simply saving money but maximizing value.

Consumers are expected to continue seeking products that strike the right balance between affordability and performance, whether they are shopping at mass merchants, off-price retailers, specialty stores, or investing in premium brands.

"Value means different things to different consumers, but the common thread is that shoppers want purchases that feel worthwhile," said Zummo. "Brands and retailers that clearly communicate quality, comfort, versatility, and style will be best positioned to connect with consumers throughout what has become a longer and more fluid back-to-school shopping season."

About Circana

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.  

Public Relations Contact

Marissa Guyduy

Senior Manager, Public Relations

Circana