The PRNewswire release says value remains the top priority, but many families also want malls to bundle shopping with dining and entertainment during the 2026 season.
Back-to-school shopping remains heavily store-led, with a Mall of America survey finding 97% of shoppers plan to buy either exclusively in stores or through a mix of in-store and online purchases in 2026. More than half, or 54%, said they expect to do their shopping at malls, while 66% plan to pair those trips with dining, entertainment or attractions, underscoring a shift toward treating the seasonal purchase cycle as a family outing rather than a purely transactional errand. The survey of more than 620 U.S. consumers, conducted online in July 2026, also found budget discipline remains central: 45% said getting the best value and deals is their top priority, and 73% expect to spend between $100 and $499 per student, up slightly from 70% a year earlier. Clothing and shoes were the categories consumers were most willing to splurge on, at 43% and 37%, respectively. The release also highlighted that 41% of shoppers are buying brands and products they enjoyed growing up, 37% of families said students are the biggest influence on purchases, and 65% have bought a back-to-school item after seeing it on social media. Artificial Intelligence (computer systems that generate recommendations) appeared to play a limited role, with only 10% planning to use AI tools to research or make purchases.