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Rising Popularity of Buy Now, Pay Later Among Households for Back-to-School Shopping Needs

As the back-to-school season approaches, many families are finding this annual shopping event to be more complex than ever, both emotionally and financially. A survey conducted by Omnisend of 1,075 consumers in the U.S. reveals some startling statistics: nearly 45% of households are set to utilize Buy Now, Pay Later (BNPL) services to manage their back-to-school expenses. This represents a notable increase from the previous year, where 39% relied on similar payment plans.

Financial Strain on Parents

The survey underscores the growing financial pressures faced by parents. About 40% of those surveyed indicated that this year's back-to-school shopping would be more financially burdensome than last year. In fact, 44% of respondents anticipate spending more than $500 on school-related expenses, with 19% expecting to exceed $1,000. The most common expenditures include essential items such as:

• - Apparel (shoes at 43%, clothing and uniforms at 42%, and backpacks at 31%)
• - Electronics (34% expect expenses for laptops and calculators)
• - Basic school supplies (32% for notebooks and pens)

These figures highlight a troubling trend where back-to-school shopping is morphing from a straightforward seasonal task into a significant budgeting challenge.

The Shift to Buy Now, Pay Later Models

The increasing reliance on BNPL options demonstrates a shift in household budgeting strategies. According to Marty Bauer, an Ecommerce Expert at Omnisend, "Buy Now, Pay Later used to be associated with discretionary spending. Now it's increasingly becoming a budgeting tool for predictable, everyday expenses." This is especially concerning when you consider that these purchases are somewhat predictable—after all, children need new clothing and supplies each year.

With nearly one-third of parents relying on BNPL to cover a significant portion of their shopping costs, it raises questions about overall financial health amid rising inflation and living costs.

Emotional Factors at Play

The impact of financial constraints does not only manifest in dollar amounts spent but also weighs heavily on the emotional well-being of families. Concerns arise about whether children will feel left out if their needs aren’t met. Accordingly, many parents are willing to make sacrifices elsewhere to accommodate these back-to-school purchases. Key findings include:

• - 30% intend to cut back on family activities and entertainment
• - 22% are looking to utilize credit
• - 21% plan to dip into savings originally allocated for other purposes
• - 18% recommend borrowing from friends or family

These sacrifices underscore the emotional burdens many parents feel—buying school supplies extends beyond mere lists; it is intertwined with a child’s social comfort and status among peers.

Conclusion: Navigating a New Normal

As families gear up for back-to-school shopping, it’s clear that budgets are tighter than ever. The transition of BNPL from a luxury to a necessity signifies changing consumer behavior sparked by economic pressure. The insights gathered from this survey indicate that parents are not just grappling with the financial aspects of back-to-school shopping; they are also battling the emotional stakes—the need to ensure their children can participate fully in school life.

Methodology: The Omnisend survey was conducted via Cint in June 2026 with a representative sample of 1,075 U.S. consumers, accommodating demographics including age, gender, income, and residence to achieve accuracy with a margin of error of +/-3%.

About Omnisend: Omnisend is a dedicated email and SMS marketing platform designed to accelerate ecommerce business growth. With easy integration and round-the-clock customer support, Omnisend aims to help brands of all sizes achieve success in the competitive online market.