Families in Massachusetts and across the country are expected to spend slightly less on back-to-school needs this year, and about half said they’ll go out less and trim other household expenses to make room in their budgets.
Back-to-school shoppers remain cautious as many K-12 parents worry about the economy, according to the 2026 Deloitte Back-to-School Survey. Spending is expected to average about $557 per child, down $13 from last year and 6% lower after adjusting for inflation.
Deloitte found 57% expect the economy to worsen in the next six months, its highest level since 2020.
Unlike last year’s early-shopping rush, families are moving more purchases closer to the first day of school, according to the survey by Deloitte, one of the Big Four accounting firms. About 48% of planned spending is expected to occur by the end of July, down from 61% last year, with another 31% expected in early August.
Consumers can save money by shopping during Massachusett’s annual back-to-school sales tax holiday.
On Aug. 8 and 9, non-business sales at retail of single items of tangible personal property costing $2,500 or less are exempt from sales and use taxes, subject to certain exclusions.
Parents plan to spend 22% more on clothing and accessories, partly to replace worn-out items, while projected technology spending is down 16% as families postpone device upgrades.
Laptop prices are climbing partly because of the artificial intelligence boom. New AI-capable computers generally require more powerful components, while construction of massive AI data centers is straining supplies of the memory chips and storage used in ordinary laptops. Market researchers expect average PC prices to rise about 17% to 18% this year.
The squeeze is particularly hard on inexpensive laptops. Memory represented about 16% of the cost of making a PC in 2025, but Gartner expects that share to reach 23%. Manufacturers have less profit margin to absorb the increase on entry-level computers, so they may raise prices, reduce specifications or stop offering some low-cost models. Gartner says the market for new PCs priced below $500 could largely disappear by 2028.
Consumers are already seeing brand-level increases.
Apple raised prices on some MacBooks by roughly 15% to 25%, while Dell and HP have also raised laptop prices, according to The Associated Press.
“The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage,” Apple said in a statement. “We have never seen a component price increase this much, this quickly.”
Deloitte found that parents using four or more money-saving tactics nevertheless expect to spend 14% more, on average, than other shoppers.
Parents expect to shop across four types of stores and online sellers, on average.
Among parents surveyed:
Deloitte found 13% of parents plan to pay for AI-related tutoring or camps. At the same time, nearly half worry children rely too heavily on AI, and only one-third say their schools have AI guidelines.
Another 38% do not know whether their child’s school has AI guidelines, pointing to a possible communication gap between schools and families.
Some state education departments have issued general guidance on artificial intelligence. Rules governing student and teacher use are often set by individual school districts.
Price concerns remain widespread, although they have eased since inflation peaked. The National Retail Federation said 78% of back-to-school shoppers expect higher prices this year, compared with 84% in 2022.
Consumers are generally more optimistic than they were a year ago, according to a recent National Retail Federation survey. More than three-fourths (78%) said they expect to pay higher back-to-school shopping prices this year.
That’s an improvement from 2022, when inflation was at its peak, and 84% said they expected to pay more than they had the year before.
Not every household is viewing prices quite the same way.
Concern has fallen more sharply among households earning over $100,000, which accounts for a disproportionate share of expected spending. Lower-income households remain more worried about prices and are more likely to compare prices and seek discounts.
See also:
Sign up for free local newsletters and alerts for the
Across Massachusetts Patch
Patch.com is the nationwide leader in hyperlocal news.
Visit Patch.com to find your town today.