---
title: Back-to-College Spending Is Set to Pass $100 Billion for the First Time
description: College shoppers plan to spend an average of $1,437.79 this year, nearly $112 more than last year, while the average K-12 family is adding less than $6.
author: Dr Marina Nani (Editor-in-Chief)
updated: 2026-08-02T03:22:37.831Z
canonical: https://richdadmagazine.com/article/back-to-college-spending-passes-100-billion
image: https://cdn.nanimediahouse.com/back-to-college-spending-dorm-82917.webp
categories: Money & Legacy
content_type: News
region: United States
publication: Rich Dad Magazine
schema_type: Article
---

The gap between what it costs to send a child back to school and what it costs to send one back to college has widened sharply this year, and almost all of the movement is on the college side.

College shoppers plan to spend an average of $1,437.79 per person for the coming term, according to the annual survey the National Retail Federation runs with Prosper Insights & Analytics. That is just under $112 more than the $1,325.85 they planned last year, and above the previous record of $1,366.95 set in 2023. Families with children in elementary through high school plan to spend an average of $863.86, up less than $6 from $858.07.

Across the country those averages come to a record $103.5 billion of expected back-to-college spending, passing $100 billion for the first time, against $88.8 billion last year. K-12 spending is expected to reach a record $43.3 billion, up from $39.4 billion in 2025 and above the previous survey high of $41.5 billion set in 2023. NRF puts the K-12 increase down to slight rises in planned spending on shoes, school supplies and electronics.

## Electronics Take the Largest Single Share of the College Budget

Electronics are the biggest line in a college household's plans, at an average of $341.95 and $24.63 billion in total. Dorm or apartment furnishings come next at $194.00 on average and $14.0 billion in total, followed by clothing and accessories at $182.39, food at $153.91 and personal care items at $133.34.

Phil Rist, executive vice president of strategy at Prosper Insights, attributes the college increase to broader buying rather than one category: "The rise in college spending is being driven by increased purchasing plans across multiple categories. The percentage of consumers planning to purchase electronics has increased significantly this year, while several other categories are also attracting more shoppers than previous years."

The K-12 list runs shorter and lower. Electronics lead there too at an average of $293.11 and $14.7 billion in total, then clothing and accessories at $250.29, shoes at $174.01 and school supplies at $146.45.

## Online Shopping Has Slipped to Its Lowest Share Since 2016

Online remains the leading place to buy for both groups, but fewer families plan to use it. Among college shoppers 41% intend to shop online, the lowest reading since 2016, when it was 38%. Department stores and discount stores follow on 33% each, and college bookstores on 25%.

Among K-12 shoppers half plan to buy online, down from 55% last year. Department stores are close behind on 47%, discount stores on 44% and clothing stores on 39%.

## A Third of Families Had Started Buying by Early June

The season now begins well before the term does. About a third of back-to-school shoppers had already begun browsing and buying by early June, the highest share since NRF first asked the question in 2018, and 44% had received a school list by then, against 38% at the same point last year. Gen Z and Millennial shoppers accounted for a bigger jump than other age groups.

By early July, 62% had started shopping. That is down a little on the 67% recorded at the same point in 2025, though well ahead of the 55% in 2024.

Among families who have not yet bought at least half of what they need, 46% say they are waiting for better deals and 23% say they are spreading the cost. About half of all shoppers, 47%, say they will buy only the essentials for the first day and replenish through the year. More than half, 54%, say they used June sales events such as Prime Day, Walmart Deals and Target Circle Deal Days for school purchases specifically, and [the survey was published in mid-July](https://nrf.com/media-center/press-releases/majority-of-back-to-school-shoppers-get-a-head-start-on-the-season), when most of that early buying had already happened.

NRF has run the survey with Prosper Insights & Analytics every year since 2003.

> "Affordability is a concern for families and a top priority for retailers as we enter the back-to-school season."
> — Mark Mathews, NRF Chief Economist and Executive Director of Research

## FAQ

**Q: How much are families spending on back to school in 2026?**
Families with children in elementary through high school plan to spend an average of $863.86, and college shoppers an average of $1,437.79 per person. Nationally that is expected to come to $43.3 billion for K-12 and a record $103.5 billion for college.

**Q: How much does it cost to furnish a dorm room?**
College shoppers plan to spend an average of $194.00 on dorm or apartment furnishings this year, which comes to $14.0 billion in total. That is the second largest college category after electronics, where the average plan is $341.95.

**Q: When do most families start back-to-school shopping?**
Earlier every year. About a third had begun browsing and buying by early June, the highest since NRF started asking in 2018, and 62% had started by early July. Among those still less than halfway through, 46% say they are waiting for the best deals.

**Q: Are families shopping online or in stores for back to school?**
Online is still the leading destination for both groups, but its share has fallen. Among college shoppers 41% plan to buy online, the lowest since 2016. Among K-12 shoppers half plan to, down from 55% last year, with department stores on 47% and discount stores on 44%.