July 30, 2026 By H. M. TravisConsumers are prioritizing value and turning to physical stores for deals during the 2026 back-to-school shopping season, according to a new survey released by ICSC on July 30. The ICSC “Back-to-School” survey, conducted online from July 6 to July 8 with a representative sample of 1,009 U.S. respondents, found that families remain committed to purchasing essentials for students despite ongoing economic uncertainty. The report shows that shoppers are carefully managing budgets, comparing prices, and seeking out promotions as affordability concerns persist. This year’s survey reveals that while affordability remains a concern, families will continue to purchase the essentials students need by focusing on value, shopping earlier, and seeking deals and promotions. ICSC describes itself as a membership organization serving commercial real estate and retail industries by promoting marketplaces where people shop and gather.