K-12 Spending in a K-Shaped Economy

It is back-to-school, a time of year when I feel nostalgic for the good old days. I miss when I would take my daughters shopping for notebooks, pencil cases and the perfect outfit for the first day of class. Before I knew it, however, they wanted more autonomy about their clothes. Eyeshadow palettes took priority over special-edition crayon sets. One day it was just me in the office supply store, and then it ended. As I write this editor’s note, my youngest is stuffing her belongings into a tiny VW sedan for the five-hour ride she’ll make on her own back to campus.

I miss it. But I don’t envy families with middle and elementary school students.

Parents of the K-12 set are spending more on basic school supplies. According to PwC’s 2026 US Consumer Poll on Back-to-School Shopping, families expect to spend an average of $922 this year. Almost half said they plan to spend more than they did last year. 

Digitally native Gen Alpha will be pulling the purse strings. PwC says 61% of parents plan to let their pre-K through high school kids add items directly to online shopping carts. Beauty will be part of the mix. In August, Ulta featured its back-to-school essentials page broken out by cohort, from college co-eds to elementary schoolers.

Yet, many consumers are concerned about the cost of living. Overall retail sales revenue decreased 1% and unit sales declined 2% in July compared to last year, according to Circana. Analysts say shoppers are making deliberate purchases based on need, and that’s expected to impact the back-to-school season—and it might even shape what happens during the holidays.

While I lament days gone, I love this time of year. I welcome the cooler days and the return of seasonal scents. In Melissa Meisel’s cover story, you can read about how leaders in the category, from Febreze to Nest, are tapping into the autumnal vibe with new levels of sophistication and modern notes. 

Also in this issue is a look at ingredients sparking innovation in skincare and the latest developments at leading surfactants suppliers.

Fall also means our team will be back on the road, hitting trade shows and conferences. We’ll see you out there!

Christine Esposito
Editor-in-Chief

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