Consumer Insights

Back-to-School Spending Just Got Complicated. We Surveyed 300 Parents to Find Out Why.

Retailers are calling it a record year. Shoppers say they're spending less. Our fielded study of 300 U.S. consumers uncovers what's actually happening at checkout and which categories are getting cut first.

Get the Full Study

What Shoppers Are Really Planning to Spend

Every August, the "back-to-school spending" headlines contradict each other. One report says households are spending more than ever, another says budgets are tighter than last year. So we went straight to the source. Zamplia fielded a study of 300 U.S. shoppers in August 2026 to answer the real questions marketers, retailers, and researchers are asking.

How much are households actually planning to spend this year, and is it more or less than last year?
Which categories are getting cut first: clothing, electronics, school supplies, or extracurriculars?
What's driving the delay: are shoppers waiting for sales, a paycheck, or just procrastinating?
Are AI tools and price-comparison apps actually changing how people shop?
How do spending patterns shift by age, gender, region, and household income?

Get the Full Picture Behind Back-to-School Spending

Complete demographic breakdown across age, gender, region, and household income
Category-by-category cutback data: clothing, electronics, school supplies, and more
Full cross-tabulation analysis: see exactly how Gen Z shoppers differ from Boomers, or how the South compares to the Northeast
Verbatim responses on what shoppers are cutting back on and why
Shopping-timeline data: who's already done, and who hasn't started