Question
| Answer
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How much are families expected to spend on back-to-school purchases in 2026?
| Families are expected to spend an average of $252 per child on back-to-school purchases in 2026, representing a 6% increase compared to 2025.
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Why are back-to-school costs increasing this year?
| Nearly 80% of parents say higher spending reflects rising prices for the same school essentials and technology purchases, including higher-cost items such as laptops, rather than buying more products.
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What everyday expenses are putting pressure on household budgets?
| Consumers report higher expected spending on several nondiscretionary categories, including groceries (83%), gas and car maintenance (77%), and prescription drug costs (52%), making budget allocation more challenging.
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Are families cutting back on children's sports activities because of higher costs?
| No. Despite rising costs, 7 in 10 families plan to support sports participation during the upcoming school year, indicating that sports remain a priority expense for many households.
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Why are parents continuing to invest in youth sports?
| Parents cite children’s growing interest in sports (42%) and the physical health benefits of participation (40%) as the leading reasons for maintaining sports-related spending.
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Which sports are most popular among children this school year?
| Outdoor sports account for 43% of school-related activities, with soccer leading participation at 47%, followed by baseball and softball at 39%.
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How common are sports training and coaching programs?
| Thirty-two percent of children participate in extracurricular training or tutoring activities. Among those children, 42% take part in sports training or coaching programs.
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What does the survey suggest about the role of sports in family spending decisions?
| The findings suggest that sports have evolved into an essential part of many families’ routines. Because participation often requires ongoing purchases and commitments, sports spending appears more resilient than some other discretionary categories.
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How do back-to-school routines affect food and dining habits?
| As school resumes, families are shifting toward more structured meal planning. Half of consumers plan to dine out less frequently, while 48% expect to prepare simpler weekday meals.
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Are families planning to cook more meals at home during the school year?
| Yes. Nearly one-third of respondents expect to increase batch cooking and advance meal preparation while purchasing more ingredients for home-cooked meals.
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What types of meals do parents prefer for children during the school week?
| Forty-three percent of consumers say home-cooked food is their preferred option for children's meals and snacks during school days, compared with 7% who prefer packaged or ready-to-eat options.
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How widespread is interest in GLP-1 medications among consumers?
| Nearly one in three consumers are either currently using or considering GLP-1 medications, with interest particularly strong among younger generations.
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Which generations are driving GLP-1 adoption?
| Interest is highest among Millennials (30%) and Gen Z (26%). By comparison, 79% of Baby Boomers and 67% of Gen X consumers say they are not currently using or considering GLP-1 medications.
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What are the primary reasons consumers use or consider GLP-1 medications?
| Lifestyle and weight management goals account for 70% of GLP-1 adoption and interest. Usage is also more common among women, who represent 75% of those citing these motivations.
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How are GLP-1 medications influencing consumer spending habits?
| Consumers using GLP-1 medications report increased spending on healthy groceries (30%), nutrition products (28%), and beauty and skincare products (19%), while reducing spending on less healthy and indulgent categories.
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What opportunities do the survey findings create for consumer brands and retailers?
| The survey highlights opportunities for brands that can demonstrate value amid rising prices, support family routines around sports and meal planning, and address the growing connection between health, wellness, nutrition, and beauty driven by GLP-1 adoption.
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What is the overarching message from KPMG’s Consumer Pulse Back-to-School 2026 survey?
| Families are facing higher costs across essential categories, but they continue to prioritize spending that supports daily routines and long-term goals, particularly youth sports, home-focused meal preparation, and health and wellness choices. Brands that align with these priorities are best positioned to remain relevant to consumers.
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