Back-to-school season is here, and Canadian families are heading into it with rising costs, changing shopping habits and a sharp eye for value.
For our new The Canadian Back-to-School Shopper: 2026 Shopping Trends & Insights report, we surveyed more than 700 Canadian shoppers to find out how families are approaching the season, from what they're buying and where they're shopping to the role of online reviews, social media, school lunches and more.
Inflation Is Still Shaping the Season
One of the clearest findings? Back-to-school isn't getting any easier on household budgets.
40% of Canadians expect to spend more on back-to-school this year, compared with just 21% who expect to spend less. And 67% say inflation will have a greater impact on their back-to-school shopping than it did last year.
That focus on value carries through to how shoppers choose products, too. 85% identified a deal or discount as an influential reason to consider switching to a new brand, while positive online ratings and reviews were also influential for 55%.
Back-to-School Shopping Is Omnichannel
Canadian families aren't choosing between online and in-store, they're using both.
Walmart is the clear leader for in-person school supply shopping, while Amazon.ca leads online. Shoppers told us that convenience and time savings are the biggest reasons they turn to e-commerce, followed by easier price comparison, greater selection and availability, and avoiding crowded stores and multiple shopping trips. And delivery isn't the only way shoppers are embracing digital: 51% plan to use online or in-app ordering for in-store or curbside pickup, while 64% expect to use it for package delivery.
There's Much More to the Back-to-School Basket
The season extends well beyond pencils and notebooks. While 88% plan to purchase basic school supplies, clothing, footwear and food for packed lunches are also major parts of the back-to-school shop.
For retailers and brands, understanding the back-to-school shopper means understanding the entire household, and the many purchasing decisions that happen as families prepare for September.
Explore the Full Report
Our full 2026 Canadian Back-to-School Shopper Report digs deeper into where Canadians are shopping, what they're buying, how they discover and evaluate products, the influence of ratings and reviews and social media, school lunch habits, apparel and more.
Download the full report to explore all 2026 Back-to-School findings and see what Canadian shoppers are telling us.
