• by Ray Schultz , Columnist, 4 hours ago

The back-to-school season is almost here. And while there’s no need to panic—people are still shopping for Mother’s Day—it’s time to get those emails ready to send to customers.  

There are challenges. For one, people are more price-conscious. This year, 75% have switched brands in general for deals, up from 50% in 2025. And deal-driven switching has increased from 73% last year to 78% in 2026.  

What’s more, parents are ready, having been planning ahead and making lists. Parents have also started early—last year, 38% began shopping in July and 26% in August. By mid-season, many have moved to discount channels, with 35% increasing their trips to stores.  

These respondents say they:

• Look for digital coupons while planning—75%
• Decide on brands before entering the store—70% 
• Build their basket around available offers—50%

Call this the mid-season reset moment. Consumers now:

Actively seek promotions—51%

Become open to new brands—49% 

Trade down to lower-priced options—75%

Would switch with the right promotions—90%

“That early activity isn’t just about supplies,” the study notes. “It’s about preparing the routine—and locking in decisions.”

That said, each season is dominated by mass retailers, the study says. They account for 55% of grocery purchasing and 62% of school supplies sold.  

The study is based on these sources:  

• Pollfish Back-To-School 2026 Survey
• Inmar 2026 Annual Trends Exclusive Summary
• 3^rd Party Vendor Social Listening Data—July 1-Sept. 30, 2025.

Inmar’s shopper panel includes more than 20 million shoppers across Inmar’s retail partners.