The Top Ten BTS Choices Focused on Value

 More than 80 percent of parents said they expect to do back-to-school shopping at mass merchants, according to JLL’s 2026 Back-to-School Survey report.

Dollar stores will also be a prime shopping venue, the first time they have placed in the top ten destinations, according to the survey.

And in a reversal of the past years, 90 percent of parents said they will be shopping in physical stores this year for BTS. That’s up from the findings of previous surveys.

Not surprising, retailers on the value end of the spectrum are expected to be the most popular choices for consumers, pressed by higher gas prices and increased inflation. “Families are seeking retailers that respect their time and budgets,” said James Cook, America's director of research, retail, for JLL, “which explains why 68.7 percent cite saving money and 35.1 percent prioritize finding the full school list in one place. Mass merchandisers are the favorites this season because they solve both priorities at once."

Given that, it’s not surprising that Walmart ranked highest in the survey, but its increase over the past year -- up 22.5 percent -- was dramatic. JLL said the retailer’s 77.3 percent ranking was the highest of any brand ever in its research. Target and Amazon followed it closely, again not surprisingly. Together, these three retailers capture 58 percent of all brands mentioned by consumers in the survey.

JLL found that clothing and uniforms represent the largest share of BTS budgets, at $189 per student, 28 percent of the total spend. They are followed by electronics, $151 and 22 percent, and home furnishings, $125, 18 percent.

The Top 10 retailers mentioned by consumers in the survey are: 

1. Walmart (77.3 percent of respondents plan to shop)

2. Target (40.1 percent)

3. Amazon (38.7 percent)

4. Old Navy (8.8 percent)

5. Dollar General (7.6 percent)

6. Dollar Tree (6.8 percent)

7. Staples (5.8 percent)

8. Ross (4.7 percent)

9. Macy's (4.6 percent)

10. Kohl's (3.9 percent)