Back-to-School US Consumer Behaviors 2026
How are US families preparing for the new school year in the age of AI? Drawing on Verve’s proprietary AI conversation and search intent data, this report explores the latest US back-to-school trends from evolving shopping behaviors and retailer preferences to education priorities and the growing role of AI in consumer decision-making. Discover the full report here.
Key Findings
- Parents ask AI about readiness but search for safety and savings
Safety and academic readiness lead family concerns when using AI for support, while traditional search is more heavily focused on safety and cost. Academic readiness under-indexes in search, suggesting families turn to AI for broader advice.
- Back-to-school spending is shifting from supplies to style
Clothing is the fastest-growing purchase category for both K–12 and college shoppers, while school supplies and books decline. Back-to-school is increasingly shaped by identity, campus life and the wider student experience.
- Amazon dominates back-to-school retailer attention
Amazon accounts for nearly two-thirds of named-retailer searches, almost four times Walmart’s share and roughly seven times Target’s. Challenger retailers have a stronger opportunity to compete through category expertise.
- AI remains ed-tech’s growth engine, but interest is narrowing
AI for education continues to lead ed-tech growth, even as online learning programs and digital literacy lose momentum. Consumers appear to be moving beyond broad experimentation and toward practical AI tools
- Career-focused education paths are gaining momentum
Search interest in trade schools and professional learning is rising sharply, while graduate and online learning decline. The shift points to growing demand for faster, skills-based routes that connect education to employment.
Media contact
Corentine Aronica
Corporate Communications Director
[email protected]
About Verve
Verve is the mobile-first Advertising Intelligence platform connecting advertisers and publishers across the open internet. Guided by its mission, “Let’s make media better,” Verve combines proprietary mobile data, AI-powered intelligence and premium media to help advertisers achieve measurable business outcomes while enabling publishers to maximize the value of their audiences. Built for a mobile-first world, the platform reaches consumers across in-app, connected TV and other emerging channels, offering a transparent, high-performing alternative to walled gardens.