Quicktake: Spending remains steady for 2026 back-to-school shopping
Concern with gas prices could influence how and where shoppers purchase.
While inflation—driven by gas prices—is top of mind, shoppers still plan to take a measured approach to 2026 back-to-school spending. This year, most back-to-school/college shoppers (BTS/BTC) are planning to spend the same as last year (53%), while 39% plan to spend more and fewer than one in ten (8%) aim to spend less. These figures are in near-perfect alignment with 2025 spending plans. While shoppers plan to keep spending steadily, read on for more about how pump prices—and AI—may influence other purchase patterns this year.
Gas price influence
More than four out of five shoppers (84%) report that gas prices are impacting how they approach BTS/BTC purchasing this year. With shoppers aiming to reduce their driving to stretch budgets, how and where they shop for BTS/BTC may change this year.
How gas prices are impacting BTS/BTC planned purchasing
Among BTS/BTC shoppers
AI for the assist
While shoppers generally plan to continue traditional smart shopping behaviors of hunting down deals and shopping around, most (77%) are open to supercharging existing habits with AI to maximize potential savings and shop more efficiently.
Top ways BTS/BTC shoppers plan to leverage AI
Among BTS/BTC shoppers
Financing is penciled in
While budget-minded shoppers are most likely to use debit cards or cash for purchases, the majority indicates that an enticing credit-card offer, like a cardholder discount, could sway payment choice and drive additional spend.
Credit card offers (net) could entice additional BTS/BTC spend
BTS and BTC shopper comparison
Key takeaway: Passing the test with back-to-class shoppers
While shoppers aren’t intending to pull back their BTS/BTC spending this year, they may be approaching their purchasing differently as gas prices fluctuate and impact household budgets in real time. Activities like making fewer trips, shopping within shorter distances and using AI to maximize savings and efficiency may shrink opportunities to close sales, meaning retailers will need to bring their A-game with back-to-school communications about deals, special incentives and overall value proposition.
Source: Bread Financial Back-to-school/college Look Ahead survey, July 2026.
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, technology, electronics, jewelry, home and specialty apparel through our co-brand and private label credit cards and pay-over-time products providing choice and value to our shared customers. Additionally, we offer Bread Financial general purpose credit cards and saving products that empower our customers and their passions for a better life.
Bread Financial proudly marks 30 years of success in 2026. To learn more about our global associates, our performance and our sustainability progress, visit breadfinancial.com or follow us on Instagram and LinkedIn.
