Defining the 2026 back-to-school shopping season
Back-to-school shopping continues to represent one of Canada’s largest seasonal retail opportunities, with an estimated market size exceeding $4.5 billion annually. This spend is driven by approximately six million students, kindergarten through grade 12, across Canada and average spending of $600 to $750 per child (when electronics are included).
But, in 2026, Canadian parents are approaching the season a little differently. According to Caddle’s second annual Back-to-School Shopper Journey study—conducted in partnership with the Retail Council of Canada—parents of students in kindergarten through grade 12 are changing their shopping habits. Surveying 1,398 Canadian parents, the study found consumers are starting their shopping earlier, shopping across multiple trips, aggressively pursuing value and increasingly relying on digital tools and reviews to guide purchase decisions.
Price pressure remains the dominant theme. Fully, 91% of parents say back-to-school shopping has become more expensive in recent years, including 53% who say it has become “a lot more expensive,” up from 47% in 2025. Meanwhile, 53% cite “finding good prices and deals” as their biggest challenge this season, ahead of staying within budget (36%) and finding items in stock (23%).
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As a result, promotions are required in order for brands and retailers to win. The study found that 85% of parents always or often look for promotions and discounts while shopping for back-to-school items, while only 1% say they never consider offers. Best prices were also the top reason parents chose where to begin shopping, cited by 43% of respondents, followed by good selection (24%) and one-stop convenience (22%).
This helps explain why mass merchandisers continue to dominate the season. Retailers such as Walmart lead both as the first retailer visited for back-to-school shopping (34%) and as the retailer where parents expect to do most of their shopping (47%), followed by Costco (21%). E-tailer Amazon reached 25% as an expected primary shopping destination and grocery retailers accounted for 15%.
However, there remains significant opportunity for grocers because only 19% of parents expect to complete all their shopping in a single trip. In contrast, 62% anticipate making two to three shopping trips, while another 16% expect to make four to five trips. The reasons are generally practical: stock availability, evolving school supply lists, ongoing deal hunting and comparing prices across retailers. This fragmented shopping pattern creates multiple opportunities for retailers to re-engage shoppers throughout July and August.
The research also confirms that physical retail remains the centre of the back-to-school experience, despite continued digital growth. An overwhelming 99% of parents still plan to shop in-store for at least some back-to-school purchases this year, while 83% expect to make purchases online, up 4% versus 2025.
Core grocery categories remain in-store driven. Parents continue to purchase food and snacks, personal care products, cleaning supplies, backpacks and school supplies primarily through physical retail locations. This reinforces the importance of strong in-store merchandising, clear signage and convenient cross-category shopping experiences.
At the same time, digital behaviour is increasingly influencing in-store decisions. The study found 71% of parents check online reviews when shopping in-store, while 78% research products online before purchasing. Overall, 78% say reviews have changed their purchase decision at some point during back-to-school shopping. Of those shoppers, 44% switched to a different product after reading reviews, while 34% decided not to buy anything at all.
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Another major trend this year is the adoption of AI-powered shopping assistance. The study found nearly one-in-four parents (23%) already use AI-powered tools to build lists, compare prices or identify where to shop. Another 21% say they would be very interested in using these tools, while 17% say they would consider them if they saved time or money. Only 29% say they prefer to plan without AI assistance. This suggests retailers may soon compete not only on price and assortment, but also on digital utility and planning convenience.
This article was first published in Canadian Grocer’s June/July 2026 issue.
