NRF: AI helps families navigate back-to-school costs

WASHINGTON — Families are increasingly using artificial intelligence, discounts, and secondhand shopping to manage back-to-school expenses, according to new data from the National Retail Federation.

As the 2026 back-to-school season winds down, consumers had completed an average of 44% of their shopping by early August. Most K-12 and college shoppers planned to make their remaining purchases in the final two weeks before classes begin.

NRF said value remains a major consideration for families navigating back-to-school expenses. Shoppers are seeking discounts and promotions and turning to secondhand merchandise to stretch their budgets.

Artificial intelligence is also playing a growing role in the shopping process. Consumers are using AI-powered tools to research products, compare options, and find deals as they make purchasing decisions.

The trends reflect a broader emphasis on value as consumers balance school-related purchases against other household expenses. NRF research throughout the season has found that price is top of mind for shoppers, prompting early purchasing as families spread expenses over a longer period and take advantage of promotions.

Despite the early start, significant shopping activity persists late in the season. With shoppers completing fewer than half of their purchases by early August, retailers still have an opportunity to capture spending in the final weeks before classes begin.

NRF’s 2026 back-to-school research examines spending plans and shopping behavior among families with children in elementary through high school, as well as among college students and their families.