What back-to-school shopping says about today's consumer

Economic Insights by Nationwide · Aug 26, 2026 · 21m

Nationwide economists Ben Ayers and Daniel Vielhaber discuss one of the biggest consumer spending seasons of the year: back-to-school shopping. Every August, American families head to stores and websites to purchase everything from pencils and backpacks to laptops, tablets, dorm furnishings and clothing. This year, consumers are balancing those purchases against higher prices, economic uncertainty, and ongoing concerns about household budgets. Yet despite those pressures, spending on both K-12 and college students is expected to reach record levels. Ben and Daniel share their thoughts on what…