Parents Battle Social Media Influence During Back-to-School Shopping, New Survey Finds

56% of parents expect to spend more than they did last year

62% pay more than planned because their child asks for a specific brand or trending item

41% have used AI to compare prices and find deals

New research from Lightspeed Commerce Inc., the unified omnichannel platform powering ambitious retail, golf and hospitality businesses in over 100 countries, finds that U.S. parents are carefully balancing back-to-school budgets with growing pressure from social media, online trends and requests for specific brands.

The findings are based on a survey of 1,000 U.S. parents and guardians with a child attending K-12 school or college during the 2026-27 academic year.

Rising costs are shaping how families shop

More than half of parents (56%) expect to spend more than they did last year, including 14% who expect to spend significantly more. When asked what is driving changes in their spending, 35% cite inflation and 31% point to the wider cost of living.

Many families are taking a strategic approach to managing those costs. Nearly three-quarters (74%) set a back-to-school budget, while 39% buy as soon as they spot a good deal and the same proportion spend more time searching for coupons and discounts. One-third (33%) are shopping at lower-cost retailers and 31% are choosing more generic brands.

At the time of the survey, nearly three-quarters of parents (73%) had already started shopping, with 42% typically beginning in July and another 10% in June or earlier. Among those shopping earlier, 47% said doing so helped them spread costs over time, while 40% were concerned that prices might rise later in the season.

Social media and online trends are shaping children’s requests

Even as parents budget and search for better value, social media, online trends and demand for particular brands are influencing what children ask for.

Nearly six in ten parents (58%) say social media or online trends have definitely or indirectly influenced their child’s back-to-school requests this year. Nearly two-thirds (62%) say they at least sometimes pay more than planned because their child asks for a specific brand or trending item.

More than a third (35%) believe back-to-school shopping is more influenced by trends and social media than when they were growing up. Half (50%) also believe it is much more expensive than it was during their own childhood.

Parents are using AI to find value—but remain wary

As families look for better value, AI is emerging as another tool in the back-to-school shopping process.

More than four in ten parents (41%) have used AI to compare prices and find deals, while 22% have used it for product recommendations and 20% for shopping lists or budget planning.

Traditional channels remain the primary sources for purchase research. Retailer websites and apps and in-store browsing are each the main research source for 27% of parents, followed by social media at 15%. Just 5% say AI tools are their primary source.

When asked how they would use AI while shopping, parents are most likely to select finding lower prices (33%), comparing products (26%) and staying within budget (19%). Only 5% would use AI to make purchases directly, while 27% say they would not trust AI for shopping.

Parents are also cautious about retailers’ use of the technology. Nearly half (45%) are concerned about AI-driven dynamic pricing, including 21% who are very concerned. A further 15% were unaware that retailers could use AI in this way.

“Back-to-school shopping is becoming more intentional, more price-conscious and more digitally driven,” said Dax Dasilva, Founder and CEO of Lightspeed Commerce. “Parents are increasingly using AI to compare prices, surface deals and plan purchases more efficiently, but they still want to stay in control of the final decision. For retailers, that means the opportunity is not just to compete on price, but to build trust and deliver transparent, value-focused shopping experiences across every channel.”