JLL: US parents lift 2026 back-to-school spending 11.7% to $489 per child

Jones Lang LaSalle Incorporated

Jones Lang LaSalle Incorporated

JLL

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  • JLL’s 2026 back-to-school survey shows planned spending up 11.7% to USD 489 per child, signaling stronger seasonal retail demand.
  • Shopping is shifting later, with 27% of parents planning to start in July, concentrating traffic into a shorter summer window.
  • Value formats gained share, with Walmart reaching 77.3% of parents; Target and Amazon stayed top three, taking 58% of top-retailer mentions.
  • Clothing leads budgets at USD 189 per child, followed by electronics at USD 151; higher-ticket categories skew to older and college-bound students.
  • JLL flagged a “barbell” pattern: value shoppers average USD 444 per child, while electronics and home-goods shoppers plan USD 800-900.


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