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Deloitte: Back-to-School Spending Holds Steady During Economic Uncertainty

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Surveyed parents approach the season with both intent and restraint, as more than half of respondents expect the economy to worsen this year

NEW YORK, July 9, 2026 /PRNewswire/ —

Key takeaways

Back-to-school spending for K-12 students will likely remain steady, estimated to reach a collective $30.4 billion, or approximately $557 per student, based on those surveyed. Adjusted for inflation, families plan to spend 6% less year-over-year.Economic uncertainty is high, as 57% of those surveyed expect the economy to worsen in the next six months — the highest level reported in the survey since 2020.Value makes the grade: 31% of K-12 parents qualify as hyper value-seekers, adopting four or more cost-saving behaviors. These consumers plan to spend 14% more than other shoppers, suggesting that shopping is less about buying the cheapest item and more about buying intentionally.Back-to-school shoppers plan to shift their spending from technology (-16%) to clothing and accessories (+22%).Families are pushing back-to-school purchases closer to the start of school, with planned spending expected to peak in late July and early August, a return to pre-pandemic trends.Half of parents surveyed worry that their child relies on AI too much in and outside the classroom, while only 33% say their school has AI guidelines. Signaling a potential opportunity for ed-tech and retailers, 13% of parents plan to pay for AI tutoring or camps.

Why this matters 
Back-to-school shoppers remain strategic about spending as economic uncertainty remains top of mind. According to the “2026 Deloitte Back-to-School Survey,” K-12 parents plan to engage in value-seeking behaviors and push their spending closer to the start of school. Meanwhile, inflation appears to be impacting spending power, and parents are finding ways to navigate it.

Smart spending shapes back-to-school shopping 
Consumers continue to approach back-to-school spending with caution. Based on survey respondents’ intentions, back-to-school spending is expected to remain flat at $30.4 billion this year. Parents plan to spend $557 per student in grades K-12, down just $13 year over year. However, when adjusted for inflation families plan to spend 6% less year-over-year.

More than half of surveyed consumers are concerned about the economy: 57% of respondents expect the economy to worsen in the next six months, the highest level reported in the survey since 2020, and 24% of respondents are concerned about making upcoming payments.While lower-income (+10% YoY) and middle-income (+12% YoY) parents expect to spend more due to higher prices, upper-middle-income parents (-9% YoY) and higher-income parents (-20% YoY) say they’ll reduce their spending given financial concerns. Reasons vary:Eighty percent of lower-income families (those making $50K per year or less) and 71% of middle-income families (those making $50K to 99K annually) cited higher prices as the reason they’ll spend more. Sixty-seven percent of upper-middle-income families (those making $100-199K) plan to spend less because they are worried about the economy.Sixty-three percent of higher-income families (those making $200K or more) report having less money to spend.Spending intent shifts from tech to clothing: Those surveyed plan to spend 22% more on clothing and accessories, an average of $323 per child, but it is also the top category people would cut if budgets get too tight. Spending on technology is expected to decline 16% to an average of $417 per child as parents defer personal device upgrades for their children.To make room in their budgets for back-to-school items, half of those surveyed (50%) plan to cut back on other expenses, such as dining out and entertainment.Children’s preferences shape spending decisions, although slightly less often than last year: 59% of parents surveyed say their children often entice them to spend more, compared to 62% who said the same in 2025. In addition, 45% say their child has a specific must-have item for back-to-school, and 57% say their child influences them to splurge on that item.

Key quote            
“While many parents are willing to do all they can to help set their children up for success, financial concerns are leading them to sharpen their budgets. Cautious spending behavior exists across income groups, but value-seekers demonstrate that it’s not always about the cost — some consumers are willing to spend if they find value in the purchase. At the same time, there’s often a sense of nostalgia about back-to-school that can impact how and when parents spend. Retailers who lean into these dynamics may be more likely to see success throughout the season.”

Natalie Martini, vice chair and U.S. Retail and Consumer Products sector leader, Deloitte

Value-seekers go to the front of the class
As consumers aim to get more out of every dollar, they look to be employing several strategies to help get their children ready for the school year. This includes delaying purchases to later in the season and engaging in value-seeking behaviors. In addition, 68% of those surveyed said they plan to shop for back-to-school items during summer promotional events.

Families are pushing back-to-school purchases closer to the start of school: 48% of planned spending is expected to occur by the end of July, down from 61% in 2025. An additional 31% of planned back-to-school spending is expected to take place in early August, with average spend that month rising to $173 per child, up from $137 in 2025.About one-third (31%) of K-12 parents qualify as hyper value-seekers, meaning they adopt four or more cost-saving behaviors. However, despite their deal-seeking mindset, these consumers are expected to spend 14% more than other shoppers, underscoring that value-seeking can be more about being selective than cutting back.K-12 parents surveyed showcase value-seeking behavior in a variety of ways:Seventy-one percent say they will switch brands if the preferred brand is too expensiveSixty percent plan to shop at more affordable retailersFifty-one percent expect to shop for private labels instead of name brandsOne-quarter (25%) plan to use cashback websitesPlanned spending is consistently higher among parents across all income groups who use a broader set of digital tools in their shopping journey. While non-tech users (20%) plan to spend $381 on average, those planning to use search (30%) plan to spend $494 on average.Respondents who use additional tech tools plan to spend more: Search and social media users (21%) plan to spend an average of $531; those who use search, social media, and GenAI (29%) are expected to have the highest spend at $737.Most back-to-school purchases are expected to take place in-store rather than online, but online shoppers plan to spend more — an average of $614 compared to $521 for mostly in-store shoppers.Mass merchant retailers continue to be the top destination for back-to-school purchases, with 80% of parents planning to shop there. Online retailers, warehouse membership clubs, and department stores are other top destinations.Parents plan to shop at four retail formats on average, one less than last year. According to survey respondents, the main reason for spending the most at a retailer remains value for the money.

Key quote
“We see parents approach back-to-school shopping with intent. They tend to be more thoughtful about their spending and value-seeking strategies to help maximize their wallets. Additionally, those who actively use multiple digital tools to research products tend to be more engaged shoppers overall. GenAI users, for example, may spend more time comparing products and filling their carts with more purchases, which can create a further benefit for retailers to lean into the technology.”

Brian McCarthy, principal, Retail Strategy leader, Deloitte Consulting LLP

AI use raises questions about learning and preparedness
Parental concerns are emerging around their children’s use of AI, particularly regarding reliance and readiness. Many survey respondents also express uncertainty about school guidance.

Half (49%) of parents surveyed worry that their child relies on AI too much in and out of the classroom, while only 33% say their school has AI guidelines.Signaling gaps in both communication and policy, 38% of those surveyed do not know if their child’s school has AI guidelines.Signaling a potential opportunity for ed-tech and retailers, 13% of parents plan to pay for AI tutoring or camps.

Deloitte’s “Back-to-School” survey was conducted online using an independent research panel between May 22 and May 29, 2026, and surveyed 1,207 parents with at least one child attending school in grades K-12 this fall.

Connect with us on LinkedIn @NatalieMartini and @BrianCMcCarthy.

About Deloitte
Deloitte provides industry-leading audit, consulting, tax, and advisory services to many of the world’s most admired brands, including nearly 90% of the Fortune 500® and more than 9,000 U.S.-based private companies. At Deloitte, we strive to live our purpose of making an impact that matters for our people, clients, and communities. We bring together distinct talents, technologies, disciplines, and an ecosystem of alliances to help tackle today’s most complex business challenges and drive long-term progress. Deloitte is proud to be part of the largest global professional services network serving our clients in the markets that are most important to them. Bringing more than 180 years of service, our network of member firms spans more than 150 countries and territories. Learn how Deloitte’s approximately 470,000 people worldwide connect for impact at www.deloitte.com.

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the “Deloitte” name in the United States, and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.

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CHIME and ScaleHealth Announce Joint Venture to Expand Healthcare’s Innovation Ecosystem

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October 27, 2026

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ScaleHealth, powered by CHIME, creates new pathways connecting healthcare leaders, innovators, technology partners, and investors to accelerate the future of digital health.

ANN ARBOR, Mich., Oct. 27, 2026 /PRNewswire/ — The College of Healthcare Information Management Executives (CHIME) today announced a strategic joint venture with ScaleHealth, Inc. to create ScaleHealth, powered by CHIME, LLC, a new innovation ecosystem designed to connect healthcare’s most pressing challenges with the innovators, leaders, organizations, and partners capable of solving them. By combining CHIME’s trusted digital health community with ScaleHealth’s expansive innovation ecosystem, the venture creates a unique environment where healthcare organizations, entrepreneurs, established technology companies, and investors can discover, connect, validate, and advance the ideas shaping the future of healthcare.

For 35 years, CHIME has evolved alongside the digital health leaders it serves. What began as a community centered on healthcare CIOs has grown into a global network of digital health leaders supported through education, events, research, policy initiatives, media platforms, executive collaboration, and professional communities. The creation of ScaleHealth, powered by CHIME represents the next chapter in that evolution, expanding CHIME’s ecosystem to include the innovators, entrepreneurs, and emerging technology companies helping define what comes next in healthcare.

As healthcare organizations face increasing pressure to improve outcomes, strengthen operations, address workforce challenges, improve cybersecurity, and realize the promise of emerging technologies including artificial intelligence, the need for stronger connections across the innovation ecosystem has never been greater. ScaleHealth, powered by CHIME was created to help build those connections.

“CHIME has spent 35 years bringing together the leaders responsible for solving healthcare’s most important technology and transformation challenges,” said Russ Branzell, President and CEO of CHIME. “As the pace of innovation continues to accelerate, we have an opportunity to expand that trusted community even further. ScaleHealth, powered by CHIME, extends our ecosystem to include entrepreneurs, innovators, investors, and emerging technology companies so that healthcare leaders can engage earlier, collaborate more effectively, and help shape the innovations that will define the future of healthcare.”

The opportunity emerged through CHIME’s growing innovation programming, particularly its Innovation Summit series, where healthcare leaders and technology companies increasingly expressed a desire to engage more directly with innovators and entrepreneurial organizations. At the same time, startups and growth-stage companies were seeking trusted pathways into healthcare and stronger connections to leaders who understand the industry’s real-world operational challenges.

“Healthcare has no shortage of innovation. The challenge is creating trusted pathways that connect innovators with the healthcare leaders who understand the industry’s most urgent problems,” said Taylor McPartland, CEO of ScaleHealth and leader of the new venture. “By combining ScaleHealth’s innovation ecosystem with CHIME’s trusted community of digital health leaders, we’re creating an environment where meaningful connections can lead to validation, partnership, and real-world impact. This is about bringing together everyone who has a role to play in the future of healthcare innovation and helping them move great ideas forward.”

Unlike traditional accelerators, startup showcases, or innovation marketplaces, ScaleHealth, powered by CHIME is designed as a trusted innovation ecosystem. Healthcare organizations bring forward meaningful challenges. Innovators and startups contribute cutting-edge ideas and technologies. Established technology organizations bring expertise, infrastructure, and scale. Investors provide capital and growth pathways. Together, these stakeholders create an environment where innovation can move from discovery and connection to validation, partnership, and measurable impact.

“Throughout its history, CHIME has grown by bringing the right people together around the challenges that matter most,” said Tressa Springmann, Senior Vice President and Chief Information and Digital Officer at LifeBridge Health and Chair of the CHIME Foundation Board of Directors. “Today, innovation is essential to every aspect of healthcare transformation. ScaleHealth, powered by CHIME extends that trusted community into a broader innovation ecosystem, creating new opportunities for healthcare leaders, entrepreneurs, technology partners, and investors to collaborate, learn from one another, and accelerate meaningful progress across healthcare.”

The venture reflects CHIME’s belief that the next era of digital health will be co-created by healthcare leaders, technology partners, entrepreneurs, investors, and innovators working together to solve the challenges that matter most. By creating a trusted environment for discovery, collaboration, validation, and advancement, ScaleHealth, powered by CHIME aims to become the connective layer between healthcare’s needs and the innovation being built to address them.

Read the full release here.

About CHIME
The College of Healthcare Information Management Executives (CHIME) is the leading professional organization for digital health executives and leaders. CHIME provides a trusted, collaborative environment where members and partners connect, share best practices, advance professional development, and advocate for the effective use of information and technology to improve health and care in the communities they serve. For more information, please visit chimecentral.org.

For media inquiries, please contact:

Contact

Calli Dretke
Executive Vice President & Chief Digital and Marketing Officer
CHIME                                                                                                           
734.412.6255
cdretke@dhinsights.org

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SOURCE College of Healthcare Information Management Executives (CHIME)

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In HelloNation, Prenatal Imaging Expert Erika Lambright Explains Ultrasound Differences Between 2D, 3D, And 4D Imaging

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October 27, 2026

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The article outlines how each type of pregnancy ultrasound supports fetal development and family understanding.

DENISON, Texas, Oct. 27, 2026 /PRNewswire/ — What is the difference between 2D, 3D, and 4D ultrasound imaging during pregnancy? HelloNation has published an article that clearly explains the differences between ultrasound and other prenatal imaging modalities and how each supports fetal development.

The HelloNation article explains that a 2d ultrasound is the most common form of prenatal imaging used during routine pregnancy ultrasound appointments. It produces flat, black-and-white images that allow medical providers to assess fetal development, monitor growth, and evaluate vital structures. The article notes that 2D ultrasound plays a central role in identifying potential concerns early and remains the foundation of prenatal diagnostic imaging.

According to the article, a 3d ultrasound builds on the same technology but creates a more detailed still image with depth. This form of prenatal imaging allows families to see clearer views of the baby’s face, hands, and feet. While 3d ultrasound can support certain medical evaluations, the article describes its primary value as helping parents better visualize fetal development in a more lifelike way.

The article further describes how a 4D ultrasound adds motion to the 3d ultrasound image. This allows families to view real-time video of the baby moving, stretching, or making facial expressions. The article explains that this type of pregnancy ultrasound creates a more engaging experience and helps strengthen the emotional connection, while still using the same safe, noninvasive prenatal imaging technology.

The HelloNation article emphasizes that understanding ultrasound differences helps families set clear expectations before imaging sessions. Each type of pregnancy ultrasound serves a distinct purpose. 2D ultrasound focuses on medical accuracy and fetal development monitoring, while 3D and 4D ultrasound provide enhanced visualization and connection. The article highlights that medical professionals typically rely on 2D ultrasound for diagnostic purposes, while 3D and 4D ultrasound are often optional.

The article also notes that several factors can affect the quality of prenatal imaging results. Baby position, gestational age, and fluid levels all play a role in how clearly images appear, especially during 3D and 4D ultrasound sessions. The article explains that providers often guide families on the best timing for ultrasound visits during pregnancy to improve image clarity and achieve better results.

Prenatal Imaging Experts emphasize through the article that learning about ultrasound differences can reduce uncertainty and help families feel more prepared. By understanding how each type of prenatal imaging contributes to monitoring fetal development, expectant parents can approach each pregnancy ultrasound appointment with clearer expectations.

The article concludes that while 2D ultrasound remains essential for medical care, the added perspectives of 3D and 4D ultrasound offer families a broader, more personal understanding of fetal development. Together, these forms of prenatal imaging provide both clinical insight and meaningful connection throughout pregnancy.

What Is the Difference Between 2D, 3D, and 4D Ultrasounds Explained Simply features insights from Erika Lambright, Prenatal Imaging Experts of Denison, Texas, in HelloNation.

About HelloNation
HelloNation is America’s Good News Network, a premier media platform built on the idea that good news travels faster when real people tell real stories. Through its community-focused digital publications and innovative “edvertising” approach, HelloNation delivers expert-driven, good-news content that informs, inspires, and spotlights the leaders making a meaningful impact in their communities. HelloNation maintains partnerships with the U.S. Conference of Mayors and the United States First Responders Association.

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Grünenthal presents Phase III results for Qutenza® in post-surgical neuropathic pain at IASP 2026 World Congress on Pain

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15 minutes ago

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October 27, 2026

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Late-breaking data from the Phase III RISE trial further strengthen the well-established efficacy and safety profile of Qutenza®. Post-surgical neuropathic pain is a debilitating complication of surgery affecting millions of patients every year.1 

AACHEN, Germany, Oct. 27, 2026 /PRNewswire/ — Grünenthal, a global leader in pain management and research, today announced new data from the Phase III RISE trial (NCT04967664), evaluating Qutenza® versus control in people with post-surgical neuropathic pain. These data were shared today as late-breaking poster presentations at the 2026 International Association for the Study of Pain (IASP) World Congress on Pain in Bangkok, Thailand.

The trial (n=409) showed that Qutenza® achieved a statistically significantly greater reduction in average pain intensity (API) than the control treatment over weeks 2-12, meeting one of its pre-specified primary endpoints. When evaluating API at week 12 specifically, at the point when patients would typically return for retreatment, the numerical difference favoured Qutenza® but did not reach statistical significance. In the extension phase of the trial, in which up to 4 retreatments were allowed, Qutenza® achieved a statistically significantly greater reduction in API than the control treatment over weeks 2-42. Safety findings were consistent with previous Qutenza® trials and no new safety signals were observed. These data support the well-established efficacy and safety profile of Qutenza®.2,3

“Post-surgical neuropathic pain can be difficult to manage with current treatment options, and there is an urgent need for patient-centred, effective solutions. The RISE trial provides encouraging evidence that Qutenza® can deliver clinically meaningful and sustained pain reduction for up to 42 weeks, having shown a greater reduction in average pain intensity than the control,” said Prof. Patrice Forget, MD, PhD, FFPMRCA, Clinical Chair (full professor) in Anaesthesia, University of Aberdeen, and Honorary Consultant, NHS Grampian, Aberdeen, UK. “As IASP shines a global spotlight on neuropathic pain at this year’s congress, findings such as these are important to help improve outcomes for patients and reduce the burden of pain on families and healthcare systems.”

“Post-surgical neuropathic pain has been relatively understudied and continues to go under-recognised in clinical practice,” said Uli Brödl, Chief Scientific Officer, Grünenthal. “These results build on the robust body of evidence for Qutenza® and reinforce its potential to provide meaningful, long-lasting pain relief for people living with pain.”

Post-surgical neuropathic pain is a poorly recognised potential complication of surgery that can result in devastating outcomes. It affects millions of patients every year, with pain lasting for months or years post-procedure.1 It can also have a significant mental health impact, with patients reporting feeling extremely depressed or anxious, and having problems with daily activities.4

Qutenza® is already approved in Europe for the treatment of peripheral neuropathic pain in adults, either alone or in combination with other medicinal products for the treatment of pain.5 It is also approved in the US for the treatment of neuropathic pain associated with postherpetic neuralgia and for the treatment of neuropathic pain associated with diabetic peripheral neuropathy (DPN) of the feet in adults.6

About the RISE trial2,3
The RISE (AV-001) trial is a Phase III multi-centre, randomised, double-blind, parallel-group trial to confirm the efficacy and safety of Qutenza 179mg cutaneous patch versus a low-dose capsaicin control patch in people with moderate to severe post-surgical neuropathic pain.

It included eligible adults with a 24-hour average pain intensity (API) score of 4 or more, a pain duration of 6 to 60 months after index surgery and a DN4 (Douleur Neuropathique 4) Interview score of 3 or more.

Participants were randomly assigned to receive treatment with either a 60-minute Qutenza patch (8%) or a low-dose capsaicin control patch (0.04%).

The trial had two primary endpoints:

Change in 24-hour API from baseline to the average score of the entire period between Week 2 and Week 12.Change in 24-hour API from baseline to the average score at Week 12.

The primary sponsor of the trial is Averitas Pharma, Inc., Grünenthal’s U.S. subsidiary.

About post-surgical neuropathic pain
Post-surgical neuropathic pain (PSNP) is defined as chronic pain with neuropathic characteristics that develops or increases after surgery and persists beyond the normal healing process. It is thought to arise, at least in part, from nerve injury and pain sensitisation associated with surgery.7

The signs and symptoms of peri- and post-surgical pain can vary based on the person and the severity of the injury caused in surgery. Reported symptoms include pain caused by stimuli that are normally painless (allodynia), abnormally increased sensitivity to pain (hyperalgesia), tingling, numbness, phantom pain and scar pain.8,9,10 

About Qutenza®
In Europe, Qutenza® (capsaicin) is indicated for the treatment of peripheral neuropathic pain in adults, either alone or in combination with other medicinal products for the treatment of pain.5

Qutenza® (capsaicin) 8% topical system is approved in the US for the treatment of neuropathic pain associated with postherpetic neuralgia and for the treatment of neuropathic pain associated with diabetic peripheral neuropathy (DPN) of the feet in adults. Important US safety information is available at www.qutenza.com.6

Qutenza® is a topical TRPV1 agonist, designed to provide neuropathic pain relief for up to three months through defunctionalisation of nociceptors and nerve fibre regeneration.

About Grünenthal
Grünenthal is a global leader in pain management and related diseases. As a science-based, fully integrated pharmaceutical company, we have a long track record of bringing innovative treatments and state-of-the-art technologies to patients worldwide. Our purpose is to change lives for the better – and innovation is our passion. We focus all our activities and efforts on working towards our vision of a World Free of Pain.

Grünenthal is headquartered in Aachen, Germany, and has affiliates in 28 countries across Europe, Latin America, and the U.S. Our products are available in approx. 100 countries. In 2025, Grünenthal employed around 4,100 people and achieved revenues of €1.8 billion.

More information: www.grunenthal.com

Follow us on LinkedIn & Instagram

For further information, please contact:

Matt Crabb, Head of Global Communications (Interim) at Grünenthal

matt.crabb@grunenthal.com 

References

1 Gregory P & Settles K. Pract Pain Manag. 2013;13(9):1–6.
2 Wallace M et al. Efficacy of high-concentration capsaicin patch in post-surgical neuropathic pain (RISE). Presented at the International Association for the Study of Pain World Congress 2026.
3 Wallace M et al. Safety and tolerability of high-concentration capsaicin patch in post-surgical neuropathic pain (RISE). Presented at the International Association for the Study of Pain World Congress 2026.
4 Santos MP, Lemos F, Gomes J, Romao JM, Veiga D. Br J Pain 2024;18(1):42–56.
5 European Medicines Agency. Qutenza 179 mg cutaneous patch SmPC. Available at: https://www.medicines.org.uk/emc/product/573/smpc
6 US Food and Drug Administration. Qutenza® Prescribing Information. Available at: https://www.accessdata.fda.gov/drugsatfda_docs/label/2020/022395s019lbl.pdf
7 Correl D. F1000Res. 2017;6:1054.
8 Werner MU & Kongsgaard UE. Br J Anaesth. 2014;113(1):1–4.
9 Macrae WA. Br J Anaesth. 2008;101:77–86.
10 Searle RD & Simpson KH. Contin Educ Anaesth Crit Care Pain. 2010;10:12–14.

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SOURCE Grünenthal Group

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