Tinuiti：2026年返校季营销研究报告：家长搜寻、比对与批量采购新学期学习用品的消费行为分析（英文版）（16页）.pdf

1、22026 BACK-TO-SCHOOL MARKETING STUDYMost Parents Plan on Spending More per Child During 2026 Back-to-School Shopping3Parents Favor Big-Box Stores for Back-to-School Shopping With Spending Set To Ramp Up in July6Most Parents Plan To Use AI To Help With Back-to-School Shopping12Price and Value Are Top

2、 of Mind for Parents Considering Back-to-School Purchases14Parents have more ways than ever to discover and purchase back-to-school products.Against a backdrop of elevated gas prices and other financial friction,they also have more tools to use for product evaluations and comparisons.To study how pa

3、rents(including primary caregivers)are approaching back-to-school shopping in 2026,Tinuiti surveyed 1,040 US adults with school age children in June 2026.The results reveal how key channels and platforms are playing into school purchases,and what parents are most looking for in the products they buy

4、.Social Media and In-Store Display Are Top Sources of Back-to-School Product and Promotion Information for Parents9INTRODUCTION32026 BACK-TO-SCHOOL MARKETING STUDYMOST PARENTS PLAN ON SPENDING MORE PER CHILD DURING 2026 BACK-TO-SCHOOL SHOPPINGFor 59%of respondents,their per child expenses will mark

5、an increase from last year,while just 11%will be spending less.Parents of college-age students are most likely to anticipate spending more per child on school-related purchases in the coming school year(70%),while the share of high school parents expecting to increase spending lags slightly below av

6、erage(55%).Asked how much they plan to spend per child on purchases related to the upcoming school year,30%of parents say between$251 and$500,the most common response.Between$101 and$250 per child is the second-most common expectation,selected by 28%of respondents.42026 BACK-TO-SCHOOL MARKETING STUD