Parents expecting more expensive back-to-school shopping
Washington, D.C., July 31, 2026 – Two-thirds of parents of a K-12 student say prices for things they normally buy when back-to-school shopping are more expensive than last year, according to a new Good Morning America/Ipsos poll. On average, parents expect to spend $885 on one child for various back-to-school shopping categories, including after-school activities, clothing and shoes, school supplies, technology, and books. Although a plurality of parents (46%) expect to spend the same amount of money on back-to-school shopping compared to usual, two-in-five (40%) expect to spend more this year.
For more information, visit the ABC News website.
About the study
This poll was conducted among 1,213 U.S. parents of children under 18, July 28-30, 2026, via the probability-based Ipsos KnowledgePanel®. Results have a margin of sampling error of plus or minus 3.1 percentage points for the full sample, including design effects due to weighting. Sampling error is not the only cause of differences in polls. Sampling, fieldwork and data processing were provided by Ipsos Public Affairs.
This poll includes a random sample of 1,213 U.S. parents. Interviews were conducted in English and Spanish.
The questionnaire was administered with the exact questions in the exact order as they appear in this document. Demographic questions are not shown. If a question was asked of a reduced base of the sample, a parenthetical preceding the question identifies the group asked. Phrases surrounded by parentheticals within questions indicate clauses that were randomly rotated for respondents.
Ipsos conducted sampling, interviewing and tabulation for the survey using the KnowledgePanel, a nationwide survey panel designed to be representative of the U.S. adult population. KnowledgePanel members are recruited through probability sampling methods using address-based sampling. Panel members who do not have internet access are provided with a tablet and internet service. KnowledgePanel members receive a per survey incentive, usually the equivalent of $1 (though for some it is $2) in points that can be redeemed for cash or prizes.
In this poll, invitations were sent to 2,469 panelists, resulting in 1,213 completed interviews.
Ipsos used probability-proportional-to-size sampling to draw a national sample of adults using the KnowledgePanel matching U.S. population benchmarks. This survey uses statistical weighting procedures to account for deviations in the survey sample from known population characteristics, which helps correct for differential survey participation and random variation in samples.
The following table shows unweighted, weighted and benchmark values for weighting variables:
| Unweighted | Weighted | Benchmark | |
| Age by sex | % | % | % |
| 18-29, Male | 1.2 | 1.5 | 1.5 |
| 18-29, Female | 3.6 | 3.7 | 3.8 |
| 30-39, Male | 9.7 | 12.7 | 12.7 |
| 30-39, Female | 19.9 | 20.9 | 20.8 |
| 40-49, Male | 22.8 | 19.7 | 19.7 |
| 40-49, Female | 26.2 | 23.6 | 23.6 |
| 50+, Male | 9.4 | 10.4 | 10.4 |
| 50+, Female | 7.2 | 7.4 | 7.4 |
| Race/ethnicity | |||
| White/Non-Hispanic | 56.3 | 54.1 | 54.1 |
| Black/Non-Hispanic | 12.0 | 11.7 | 11.7 |
| Other or 2+ Races/Non-Hispanic | 11.5 | 11.1 | 11.1 |
| Hispanic | 20.1 | 23.1 | 23.1 |
| Education | |||
| Less than HS | 7.6 | 8.3 | 8.3 |
| HS graduate or equivalent | 21.6 | 24.5 | 24.5 |
| Some college | 21.8 | 24.9 | 24.9 |
| Bachelor’s degree | 27.7 | 24.5 | 24.5 |
| Master’s or above | 21.3 | 17.9 | 17.9 |
| Region by metro status | |||
| Northeast, metro | 13.4 | 14.9 | 15.1 |
| Northeast, non-metro | 1.3 | 1.2 | 0.9 |
| Midwest, metro | 18.3 | 15.5 | 16.4 |
| Midwest, non-metro | 5.1 | 4.9 | 4.0 |
| South, metro | 32.5 | 35.1 | 34.5 |
| South, non-metro | 4.6 | 4.6 | 5.2 |
| West, metro | 22.6 | 22.0 | 21.4 |
| West, non-metro | 2.1 | 1.8 | 2.4 |
| Household income | |||
| Under $25,000 | 9.1 | 5.3 | 5.3 |
| $25,000-$49,999 | 13.1 | 10.8 | 10.8 |
| $50,000-$74,999 | 11.0 | 12.1 | 12.1 |
| $75,000-$99,999 | 12.0 | 11.7 | 11.7 |
| $100,000-$149,999 | 19.5 | 20.1 | 20.1 |
| $150,000 and over | 35.2 | 40.0 | 40.0 |
| Language dominance | |||
| Not Hispanic | 79.9 | 76.9 | 76.9 |
| Hispanic - English dominant | 5.8 | 7.0 | 5.5 |
| Hispanic - Bilingual | 10.9 | 12.3 | 12.3 |
| Hispanic - Spanish dominant | 3.5 | 3.8 | 5.3 |
| 2024 presidential vote | |||
| Donald Trump | 32.2 | 29.6 | 29.6 |
| Kamala Harris | 25.2 | 22.7 | 22.7 |
| Another candidate | 1.3 | 1.1 | 1.1 |
| Did not vote/Refused | 41.2 | 46.5 | 46.5 |
| Party identification | |||
| Democrat | 26.3 | 24.0 | 24.0 |
| Ind/Other – lean Democrat | 17.0 | 18.9 | 18.9 |
| Refused to lean | 7.7 | 10.7 | 10.7 |
| Ind/Other – lean Republican | 15.4 | 17.2 | 17.2 |
| Republican | 33.6 | 29.2 | 29.2 |
Sources:
- Census Bureau Current Population Survey 2025 March Supplement (age by sex, race/ethnicity, education, region by metro status, household income)
- Census Bureau 2024 American Community Survey (language dominance)
Political party identification benchmarks and 2024 vote choice benchmarks are from KnowledgePanel estimates based on all panelists belonging to the target population of parents of students enrolled in grades K-12 during the 2026-2027 school year.
All error margins have been adjusted to account for the survey’s design effect, which is 1.2 for this survey. The design effect is a factor representing the survey’s deviation from a simple random sample and takes into account decreases in precision due to sample design and weighting procedures.
ABC News and Ipsos are charter members of AAPOR’s Transparency Initiative, which recognizes organizations that disclose key methodological details on the research they produce.
For more information on this news release, please contact:
Alec Tyson
Senior Vice President, US
Public Affairs
[email protected]
Mallory Newall
Senior Vice President, US
Public Affairs
[email protected]
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